The Double-edged Sword of Transparency in Sustainable Customer Behavior – Insights from the Hospitality Industry
摘要
To encourage customers’ pro environmental decision making, this research investigates the effect of transparency during a service encounter on customers’ future willingness to sacrifice. By integrating a social comparison as the independent variable and anticipated respective experienced pride and guilt as mediators, the results provide valuable insights regarding different evaluations of a customer’s behavior and temporal positioning of such transparency initiatives.