| Autor: |
Esawe, Ahmed Taher, Esawe, Karim Taher, Esawe, Narges Taher |
| Zdroj: |
Consumer Behavior in Tourism and Hospitality; August 2023, Vol. 19 Issue: 1 p55-69, 15p |
| Abstrakt: |
Purpose: This study aims to investigate the impact of environmentally sustainable innovation practices on consumer resistance to innovation in eco-hotel enterprises and the moderating influence of value co-creation based on the service-dominant logic and innovation resistance theory. Design/methodology/approach: Partial least squares structural equation modeling was used to test the study’s hypotheses on a sample of 382 eco-hotel enterprise consumers surveyed online. Findings: Results reveal that adopting environmentally sustainable innovation practices and consumers’ participation in value co-creation can negatively influence consumer resistance to innovation. In addition, value co-creation partially moderates the influence of environmentally sustainable innovation practices on consumer resistance to innovation, implying that other variables can influence this relationship. Finally, the results showed that value co-creation is a multidimensional construct with dimensions of meaningfulness, collaboration, contribution, recognition and affective response. Originality/value: This study contributes significantly to knowledge of value co-creation and innovation resistance in service ecosystems through the lens of sustainability. Incorporating value co-creation as a moderator demonstrates how to address sustainable activities to decrease consumers’ resistance to eco-hotel enterprises’ environmentally sustainable innovation practices. By empirically analyzing these relationships, this study makes various contributions and gives helpful decision-making insights. |
| Databáze: |
Supplemental Index |
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