Do personality- and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium. (1st November 2020)

• Record Type: Journal Article
• Authors: Moons, Ingrid; De Pelsmacker, Patrick; Barbarossa, Camilla
• Is Part Of: Journal of cleaner production. Volume 272(2020)
• Publication Date: 2020-11-01
• Subjects: Ecotourism -- Self-ecotourism personality differences -- Self-ecotourism congruity -- Willingness to pay more for ecotourism; Factory and trade waste -- Management -- Periodicals; Manufactures -- Environmental aspects -- Periodicals; Déchets industriels -- Gestion -- Périodiques; Usines -- Aspect de l'environnement -- Périodiques; 628.5
• DOI: 10.1016/j.jclepro.2020.122866
• Languages: English
• ISSNs: 0959-6526

Abstract

Abstract: This study investigates the effects of self-ecotourism personality differences on consumer perceptions of actual, ideal and social self-ecotourism congruity. Additionally, we study the effects of actual, ideal and social self-ecotourism congruity on the willingness to pay more for ecotourism. Finally, our study explores to what extent demographic variables moderate the effect of self-ecotourism personality differences on consumer perceptions of self-ecotourism congruity and of self-ecotourism congruity on the willingness to pay more for ecotourism. This moderated mediation model is tested in a sample of 1041 adult consumers from the Dutch-speaking part of Belgium (Flanders), and the data are analyzed with multi-group structural equation modelling. The results show that the more ecotourism is perceived to have a stronger responsible, emotional and, to a certain extent active, personality than a respondent's personality, the more ecotourism is considered by that person as congruent with the actual, ideal and/or social self. In turn, actual, ideal and social self-ecotourism congruity increase the willingness to pay more for ecotourism. Demographic factors, particularly gender and level of income, significantly moderate this process. Contributions to self-congruity theory and the role of individual and brand personality are offered, as well as managerial implications for branding and promoting ecotourism. Highlights: A more responsible and emotional self-ecotourism personality is more self-congruent. A more active self-ecotourism personality is more congruent with the ideal self. Self-ecotourism congruity determines the willingness to pay more for ecotourism. This personality and congruity mechanism differs between demographic segments.