The impact of message framing on travellers’ behavioural intentions towards green hotels

Purpose Research in consumer behaviour in the pro-environmental hospitality domain is limited. Furthermore, the efficiency of interventions using pictorial elements, with positive and negative framing, to influence travellers' intentions (INTs) to book green accommodation remains scarcely investigated. The theory of planned behaviour (TPB) offers a platform for testing interventions that could impact consumer behaviour. This study aims to introduce a TPB pictorial intervention in green accommodation and to provide a robust assessment of the intervention targeted at the TPB's factors. Design/methodology/approach The data were collected from Australian travellers who were exposed to convincing messages through pictorial elements. These featured either positive or negative pro-environmental effects of hotel operations. A usable sample size of 771 respondents has been achieved. A multi-group analysis using structural equation modelling was performed to investigate the intervention effect. Findings The results highlighted the supremacy of positive framing to influence travellers’ INTs regarding patronage of green accommodation. A knowledge-based approach to promoting green practices might encourage travellers to book green accommodations. Originality/value This study advances theory building in environmental communication. Subsequently, hoteliers might enhance their marketing strategies to publicise their pro-environmental programs.