The Effect of Social and Personal Norm on Intention to Patronize Green Hotels: Extension of Theory of Planned Behavior

ABSTRACT

Despite most previous studies investigated the relationship between consumers’ attitude and behavior gap by adopting the theory of planned behavior (TPB). However, patronizing green hotels is still considered to be one of the most persistent challenges in behavioral transformation agenda. This paper aims to contribute to the TPB by investigating the role of personal norm (PN) in explaining consumers’ intention to patronize green hotels. This study also argues that consumers’ social norms (SN) can influence their attitudes, perceived behavioral control (PBC) and PN toward intention, and attitude can influence their PBC. A total of 399 valid questionnaires were collected to empirically test the generated hypotheses using SPSS and AMOS. The findings indicated that SN positively influenced PN, attitude, PBC and intention, respectively. PN, attitude, and PBC were shown to positively influence intention. Furthermore, PN shown a mediating effect on the relationship between SN and intention, attitude displayed a mediating effect on the relationship between SN and intention, and PBC mediated the relationship between attitude and intention. This study expanded the TPB which incorporated PN as an antecedent to provide a better understanding on consumers’ intention to patronize green hotels. The theoretical contributions, practical implications and limitation are discussed accordingly. 社会规范和个人规范对消费者光顾绿色酒店意愿的影响:计划行为理论的延伸

摘要

尽管以往的研究大多采用计划行为理论(TPB)来研究消费者态度与行为差距之间的关系。然而, 光顾绿色酒店仍然被认为是行为转变议程中最持久的挑战之一。本文旨在通过调查个人规范(PN)在解释消费者光顾绿色酒店意愿方面的作用, 为计划行为理论作出贡献。本研究还认为, 消费者的社会规范(SN)可以影响其对态度, 感知行为控制(PBC)和PN, 而态度可以影响消费者的PBC。本研究共回收有效问卷399份, 利用SPSS和AMOS对生成的假设进行实证检验。 结果表明, SN对PN, 态度, PBC和意图有正向影响。PN, 态度和PBC对意向有正向影响。PN在SN与意向的关系中起中介作用, 态度在SN与意向的关系中起中介作用, PBC在态度与意向的关系中起中介作用。本研究扩大了计划行为理论的范围, 将PN作为一个前题, 以提供对消费者光顾绿色酒店意愿的更好了解。同时本文对其理论贡献, 实践意义和局限性进行了讨论。

KEYWORDS:

• Theory of planned behavior
• attitude to patronize green hotels
• intention to patronize green hotels
• social norm
• personal norm
• perceived behavioral control

关键词:

• 计划行为理论
• 光顾绿色酒店态度
• 光顾绿色酒店意愿
• 社会规范
• 个人规范
• 感知行为控制

Disclosure statement

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

Additional information

Notes on contributors

Lei Wang

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

Qi Zhang

Qi Zhang is Teaching Assistant in Faculty of Hospitality and Tourism, School of Management, Xuzhou University of Technology, Jiangsu Province, China. She received her Master’s degree in Leisure and Tourism Management at the Limkokwing University of Creative Technology, Malaysia. Her research interests are green marketing, green purchase behavior, rural tourism, and suitability of tourism management (E-mail: [email protected]).

Yan-Yun Ding

Yan-Yun Ding is a student in the Faculty of Hospitality and Tourism, School of Management at Xuzhou University of Technology, Jiangsu Province, China (E-mail: [email protected]).

Philip Pong Weng Wong

Philip Pong Weng Wong is Senior Lecturer in School of Hospitality at Sunway University, Selangor Darul Ehsan, Malaysia. He received his Master’s degree at the University of Nevada Las Vegas, USA. He obtained his Ph.D. at the University Putra Malaysia. His research interests are destination marketing, destination branding, destination competitiveness, destination loyalty and green marketing (E-mail: [email protected]).