Sustainable consumption of services: Willingness-to pay for sustainable alpine skiing experience

In this study, we examine sustainable consumption from a ski area perspective by using the exploratory sequential mixed-method approach. The empirical data from Norway and Switzerland allows us to investigate how customers' preferences for sustainable service alternatives translate into actual willingness to pay. We relate the differences across countries to diversity on Hofstede’s cultural dimensions. The results show that alpine skiers are in general willing to pay more for a day pass if the ski area is either environmentally certified, carbon-neutral, or uses only natural snow. The positive effects are even stronger among environmentally conscious skiers and skiers from masculine, long-term oriented cultures. We discuss the implications our results have for ski area managers wanting to incorporate sustainability in the overall pricing strategy.