EXPRESS: Harnessing the Power of Color: How Color Effects Nudge Consumer Booking Decisions in Sustainable Hotels

This study examined the color effects on hotel consumers’ psychological perceptions and decision-making regarding sustainable hotels. Three scenario-based between-subjects experiments were conducted. Study 1 used a 2 × 2 design and surveyed 400 participants online. The results show that cooler and lighter-colored photos of hotel rooms enhanced consumers’ perceptions of environmental friendliness in sustainable hotels. With 800 participants, Study 2 found that perceptions of environmental friendliness triggered by cooler and lighter colors significantly increased individuals’ booking intentions and their willingness to pay a price premium. Study 3, with 800 survey responses, demonstrated that lay rationalism moderates the effects of color on booking intention and willingness to pay a price premium. This research contributes to nudging theory and color psychology. Practical implications highlight the importance of strengthening consumers’ perceptions of environmental friendliness and increasing bookings through effective color application.