How Green Should you Go: Understanding the Role of Green Atmospherics in Service Environment Evaluations?

ORCiD

0000-0003-4244-6767

Document Type

Article

Publication Title

International Journal of Culture, Tourism and Hospitality Research

ISSN

1750-6182

Volume

3

Issue

3

DOI

10.1108/17506180910995414

First Page

228

Last Page

245

Publication Date

8-1-2009

Abstract

Purpose : The purpose of this paper is to introduce the idea of green atmospherics and propose a conceptual framework for green service environment factors and a typology for green consumers.

Design/methodology/approach: This paper takes the form of a conceptual piece. and offers a new approach to green consumerism. Green atmospherics goes beyond many of the typical factors explored in previous service environment studies. The paper examines how many terms commonplace in the design and architectural literature can be translated into the marketing arena. Factors such as daylighting, recycling, offgassing, insulation, optimal energy performance and design for the environment are discussed.

Findings: The paper proposes that “going green” goes beyond having recyclable or even sustainable products, to an ideology that incorporates improving worker morale and retention, and giving back to the communities they are located in. Additionally, the paper makes a case for classifying green consumers based on a psychographic segmentation approach compared to the more traditional socioeconomic classification.

Originality/value: This paper offers a conceptual framework for assessing green atmospherics within service environments and proposes a green consumer typology that references “stimuli” versus “socio‐demographics” for categorization. A new categorization is proposed and the importance of this topic to consumers, practitioners and researchers are discussed.

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