Reexamination of consumers’ willingness to stay at green hotels: rethinking the role of social identity theory, value-belief-norm theory, and theory of planned behavior

ABSTRACT

A single theory cannot adequately resolve the research gap exists in green hotel literature concerning consumer attitude and behavior in determining whether social identity theory, value-belief-norm theory or theory of planned behavior contain inherent disadvantages in predicting green hotel selection. The latest studies identified integrating theories and developing a comprehensive psychological framework for studying green purchase behavior is necessary. Nevertheless, few studies have practically employed integrated theories to investigate this phenomenon. Collection of 355 questionnaires was followed by subsequent empirical testing of the postulated hypotheses, which revealed a positive correlation between variables within value-belief-norm theory. Altruistic and collectivistic values positively influenced pro-environmental identity, subsequently, subjective norm and anthropocentric attitude. Subjective norm positively influenced personal norm and intention while personal norm positively influenced anthropocentric attitude, subsequently, intention. Furthermore, the integrated framework has a higher predictive power than any single theory toward green hotel selection. Implications for theory and practice are discussed.

单一的理论无法充分解决绿色酒店文献中关于消费者态度和行为的研究空白，无法确定社会认同理论、价值信念规范理论或计划行为理论在预测绿色酒店选择方面是否存在固有的缺陷. 最新研究表明，整合理论并开发一个全面的心理框架来研究绿色购买行为是必要的. 然而，很少有研究实际采用综合理论来研究这一现象. 在收集355份问卷后，对假设的假设进行了实证检验，结果表明价值信念规范理论中的变量之间存在正相关. 利他主义和集体主义价值观积极影响了亲环境的身份认同，进而影响了主观规范和以人类为中心的态度. 主观规范正向影响个人规范和意图，而个人规范正向影响人类中心主义态度，进而影响意图. 此外，该综合框架对绿色酒店选择的预测能力比任何单一理论都要高。讨论了对理论和实践的启示.

KEYWORDS:

• Green hotel visitations
• social identity theory
• theory of planned behaviour
• value-belief-norm theory

Disclosure statement

No potential conflict of interest was reported by the author(s).

Supplementary material

Supplemental data for this article can be accessed online at https://doi.org/10.1080/19368623.2023.2292639