Are you willing to share green eWOM? Exploring environmentally-framed reviews in hotel services

Consumers are increasingly concerned about sustainable accommodations. However, few of them incorporate environmentally-related elements when posting a review online about their experience of stay. Combining text analytics and ordered logistic regression analysis on a dataset of 496k TripAdvisor reviews, this exploratory study investigates green eWOM (i.e. environmentally-framed reviews) including its linguistic style and sentiment, and the recurring hotel service dimensions associated by guests. In addition, the study identifies a profile of green eWOM reviewer and explores the extent of which environmentally-framed reviews are associated with customer satisfaction (i.e. rating) and with the managerial response. The findings reveal that environmentally-framed reviews are more likely posted by women business travellers staying at chain hotels, and are generally associated with higher ratings and higher managerial response rates. The recurring hotel service dimensions relate with physical attributes (e.g. hotel features, room amenities) followed by intangible attributes (e.g. relationship with the staff, overall experience of stay, location) and services (e.g. breakfast, coffee). The study contributes to the sustainable consumption research by offering a preliminary understanding of green reviewers’ online behavior. Managerial implications are provided to hoteliers suggesting them how to effectively convey their effort in eco-friendly initiatives to guests, and to review platforms on how to display green eWOM online.