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Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism
Institution:1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;2. Department of International Tourism, College of Business Administration, Dong-A University, Bumin-dong 2-ga, Seo-gu, Busan 602-760, Republic of Korea;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;2. Division of Tourism, Dongseo University, 47 Jurye-ro, Sasang-gu, Busan 617-716, Republic of Korea;1. Swansea University, School of Management, Singleton Park, Swansea SA2 8PP, UK;2. ESC Rennes, School of Business, 2, rue Robert d''Abrissel, 35065 Rennes, France;3. Business School, University of Gloucestershire, Broadlands Villa, The Park, Cheltenham GL50 2RH, UK;1. Department of Human and Consumer Sciences, Ohio University, 79 South Court Street, Athens, OH 45701, United States;2. Department of Hospitality and Dietetics, Kansas State University, Justin Hall 148C, Manhattan, KS 66506, United States;3. Department of Human Sciences, The Ohio State University, 1787 Neil Avenue, Columbus, OH 43210, United States;1. Faculty of Economics and Management, University Putra Malaysia, Serdang, KualaLumpur, 43300, Malaysia;2. Faculty of Computer Science and Information Technology, University Putra Malaysia, Serdang, KualaLumpur, 43300, Malaysia;1. Department of Tourism Management at Shanxi University, No. 92, Wucheng Road, Taiyuan 030006, Shanxi Province, PR China;2. Department of International Tourism at Dong-A University, 255, Gudeok-ro, Seo-gu, Busan 602-760, South Korea;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, South Korea;2. Department of International Tourism, Dong-A University, 1 Bumin-dong (2 Ga), Seo-gu, Busan 602-760, South Korea;3. Dept. of Food Service Management, Youngsan University, 142, Bansongsunhwan-ro, Haeundae-gu, Busan 48015, South Korea
Abstract:Since rapidly growing numbers of customers prefer environmentally responsible products, efforts to “green” hotel operations are becoming increasingly important. The study reported here was designed to investigate guests’ intention formation when selecting an environmentally responsible hotel. The intention was to extend the Model of Goal-directed Behavior (MGB) by integrating several essential variables (environmental awareness, perceived effectiveness, and eco-friendly behavior and reputation) in explicating customers’ eco-friendly behavior. Findings from the measurement model indicated that study variables included a satisfactory level of reliability and validity. Results from the structural modeling revealed that the proposed theoretical framework had a strong ability to anticipate intention; incorporated constructs that played a vital role in hotel guests’ decision formation; and identified attitudes and desires that acted as mediators. The role of established variables in the original MGB was redefined. Our model had superior prediction power over the MGB, accounting for guests’ environmentally friendly buying behavior accurately.
Keywords:Environmentally responsible hotel  Eco-friendly behavior  Model of Goal-directed Behavior (MGB)  Theory of Planned Behavior (TPB)  Green consumerism
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