Determinants of Consumers Purchase Attitude and Intention Toward Green Hotel Selection

ABSTRACT

Prior studies have mostly investigated the relationships of the impact of consumers’ attitudinal characteristics on their green purchase attitude (GPA) and green purchase intention (GPI). The findings revealed that despite the positive attitudes in making green hotel selection, green purchasing behavior was not exhibited. This subsequently failed to satisfy consumers green satisfaction and businesses’ expectations. As such, this study analyzed the structural relationships of consumers’ attitudinal characteristics with GPA and GPI. An integrated theoretical research model has been proposed based on theory of planned behavior model. Collection of 659 questionnaires was followed by subsequent empirical testing of the postulated hypotheses, which has been performed using SPSS and Structural Equation Modeling. The resulting outcomes indicate a significant positive correlation between GPA and GPI, while perceived consumer effectiveness, environmental concern, altruism, and environmental knowledge displayed significantly positive influence upon GPA, and environmental concern exerted significantly positive impact upon GPI. Additional practical and academic implications, as well as limitations, are presented accordingly.

摘要

以往的文章大多是研究消费者态度特征对其绿色购买态度和绿色购买意愿的影响关系。研究结果显示, 尽管受访者对绿色酒店选择态度积极, 但并未表现出绿色购买行为。这未能满足消费者的绿色消费满意度和企业的期望。因此, 本研究分析了消费者态度特征与绿色购买态度和绿色购买意愿之间的结构关系。在计划行为理论的基础上, 提出一个综合的理论研究模型。收集659份调查问卷后, 使用SPSS和结构方程模型对假设进行实证检验。结果显示绿色购买态度和意愿呈显著正相关, 而消费者感知有效性, 环境关切, 利他主义和环境知识对绿色购买态度呈显著正相关, 而环境关切也对绿色购买意愿呈显著正相关。结尾提出了实际和学术意义及本文的局限性。

KEYWORDS:

• Green purchase attitude
• green purchase intention
• consumers’ attitudinal characteristics
• theory of planned behavior
• green hotel selection

关键词:

• 绿色购买态度
• 绿色购买意愿
• 消费者态度特征
• 计划行为理论
• 绿色酒店选择

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Lei Wang

Lei Wang is Lecturer in Faculty of Hospitality and Tourism of School of Management at Xuzhou University of Technology, Jiangsu Province, China. He received his Master’s degree in Leisure and Tourism Management at Limkokwing University of Creative Technology, Malaysia. He obtained his Ph.D. in Hospitality and Tourism at Taylor’s University, Malaysia. His research focuses on sustainability of tourism management, religion/religiosity, consumer decision-making process, consumer loyalty, and green purchase behavior (E-mail: [email protected]).