Consumers’ Cooperation with Sustainability Programs: The Role of Luxury Branding and Profit Motive Attribution

In this research, we investigate consumers’ willingness to cooperate with luxury versus non-luxury hotels’ environmental protection programs. We find that while cooperation hotels becomes less favorable when consumers perceive the sustainability program have a profit motive, remains high even hotel’s be profit-driven. similar pattern for customer loyalty. addition, interactive effect emerges affective attitudes toward brands are strong. These results contribute literature by identifying condition where motive attribution does not hurt consumer conservation intentions and revealing may benefit from discuss theoretical practical implications as well directions future research.