This paper aims to further understand willingness to sacrifice and willingness to pay a higher price for booking a hotel with environmental practices. We examine the acceptance of individual sacrifices (without compensation) versus shared sacrifices between hotel-client (with compensation), and we shed light on effective compensatory methods. The research comprises three studies: a questionnaire to potential hotel guests and two experiments. The findings suggest that both the willingness to sacrifice and to pay a higher price are primarily determined by consumers' sustainable attitudes and perceived behavioural control. Social norms appear to encourage individuals to make bookings when sacrifices are rewarded. When customers are presented with a shared sacrifice proposition, the type of compensation (economic vs. social) influences their intention to book a hotel, although this effect is moderated by the price level. This study advances the literature on sustainable consumer behaviour and provides insights for hoteliers to enhance operational sustainability.

中文翻译：

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为环保实践付出更多，牺牲更多？补偿在酒店预订意向中的作用

本文旨在进一步了解愿意牺牲和愿意为预订具有环保实践的酒店而付出更高价格的意愿。我们研究了酒店与客户之间接受个人牺牲（无补偿）与共同牺牲（有补偿）的情况，并阐明了有效的补偿方法。该研究包括三项研究：一项针对潜在酒店客人的问卷调查和两项实验。研究结果表明，消费者的牺牲意愿和付出更高代价的意愿主要取决于消费者的可持续态度和感知的行为控制。社会规范似乎鼓励个人在牺牲得到回报时进行预订。当客户面临共同的牺牲主张时，补偿的类型（经济与社会）会影响他们预订酒店的意愿，尽管这种影响会受到价格水平的调节。本研究推进了有关可持续消费者行为的文献，并为酒店经营者提供了提高运营可持续性的见解。