Abstract
Faced with growing social pressure for an environmentally sustainable stance, companies and establishments have incorporated in their market strategies the adoption of actions and practices aimed at environmental conservation. In this context, some signaling is needed to allow consumers to differentiate between the products resulting from environmentally sustainable processes of their substitutes, which is done through certification. The aim of this study is to analyze the willingness to consumers pay more for services offered in environmentally certified hotels in relation to not certified ones. Almost all respondents stated that they were more willing to choose an environmentally certified hotel to the detriment of an uncertified hotel and more than half have agreed, in fact, to overpay for it. The results suggest that the set of variables that affect the decision to pay over or not is distinct from the set of variables that affect the decision regarding the amount that will be paid, yet there is an intersection between these two sets. The study found an average willingness to pay more per day of stay in hotels with environmental certification in the amount of R$ 66.18.
Keywords
Hotel Sector; Willingness to pay; Tobit model; Logit model; Eco label