The Influence of Religiosity on Consumer’s Green Purchase Intention Towards Green Hotel Selection in China

ABSTRACT

Prior studies have mostly focused on examining consumer’s green purchase attitude-behaviour gap by utilising the Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB) models. However, the relevant literature has revealed controversial results, further emphasising the need to integrate novel theories or theoretical perspectives in this particular research field. The scarcity of scholars who pays attention to the influence of religiosity upon consumer’s green hotel decision-making process in non-western countries, such as China, is especially evident. Therefore, this study examined the relationship between the religiosity of both intrinsic and extrinsic types, green purchase attitude (GPA), and green purchase intention (GPI) towards green hotel selection. A conceptual research model based on the TRA and TPB has been proposed. A total of 426 valid questionnaires were collected from domestic tourists that currently stay and were staying at green hotels to empirically test the generated hypotheses using SPSS and Structural Equation Modelling. The results indicated that GPA significantly and positively influenced GPI, extrinsic religiosity positively and significantly influenced GPA. Furthermore, GPA displayed full mediation effects on the relationship between extrinsic religiosity and GPI. The practical and theoretical implications were discussed accordingly, as well as the limitations associated in this work.

摘要

以往的研究主要集中在利用理性行为理论和计划行为理论模型来调查消费者的绿色购买态度和行为的差距。然而，相关文献显现出争议的结果，从而强调了在这一特定研究领域整合新的理论或观点的必要性。在中国和一些非西方国家，关注宗教虔诚度对消费者的绿色酒店消费决策过程影响的学者尤其稀缺。因此，本文根据理性行为理论和计划行为理论构建了外在宗教虔诚度，内在宗教虔诚度，绿色购买态度和绿色购买意向的相互关系。426份有效问卷得以收回，这些有效问卷来自中国国内游客目前正在居住或者已经在绿色酒店消费结束。SPSS和建构方程模型用来进行数据分析。研究结果表明，绿色购买态度积极地并且显著的影响消费者绿色购买意向，外在宗教虔诚度积极地并且显著的影响绿色购买态度。同时，绿色购买态度具有居中调节的作用在外在宗教虔诚度和绿色购买意向之间。作者在文章的最后探讨了本文的实践意义，理论意义和局限性。

KEYWORDS:

• Green purchase attitude
• green purchase intention
• religiosity
• theory of reasoned action
• theory of planned behaviour
• green hotel selection

关键词:

• 绿色购买态度
• 绿色购买意向
• 宗教虔诚度
• 理性行为理论
• 计划行为理论
• 绿色酒店选择

Disclosure statement

No potential conflict of interest was reported by the authors.

Supplemental Material

Supplemental data for this article can be accessed here.

Additional information

Notes on contributors

Lei Wang

Lei Wang is a Ph.D. student in the School of Hospitality, Tourism & Event at the Taylor’s University, Malaysia. He has received his Master’s degree in Leisure and Tourism Management at the Limkokwing University, Malaysia. His research focuses on sustainability of tourism management, religion/religiosity, consumer decision-making, consumer loyalty, green purchase behavior (E-mail: [email protected]).

Philip Pong Weng Wong

Philip Pong Weng Wong is a senior lecturer in School of Hospitality, Tourism & Event, Taylor’s University, Malaysia. He has received his Master’s degree at the University of Nevada Las Vegas, the United States. He obtained his PhD at the University Putra, Malaysia. His research interests are destination marketing, branding, competitiveness and loyalty (E-mail: [email protected]).

Narayanan Alagas Elangkovan

Elangkovan Narayanan Alagas is a senior lecturer in the Business School, Taylor’s University, Malaysia. He has received his first Master’s degree of Business Administration at the University of Lincoln, UK, and obtained his second Master’s degree in Educational Management at the University Putra Malaysia, Malaysia. He obtained his PhD at the University Putra, Malaysia. His research interests are strategic management, organizational behavior, organizational learning and knowledge management, human resource management, and service quality management (E-mail: [email protected]).