Understanding Intention to Stay in Green Hotels: An Empirical Study in Guangdong, China
DOI:
https://doi.org/10.22161/jhed.7.6.16Abstract
This study investigates the rising trend of green hotel consumption in Guangzhou, China, emphasizing the psychological and social factors that influence consumer behavior. Drawing on data from approximately 430 respondents, collected through a structured questionnaire and analyzed via path analysis, the research explores how environmental perceptions shape the intention to stay in green hotels. The results reveal that environmental attitudes play a pivotal role, mediating the effects of moral reflection and altruism on consumption intentions. These findings underscore the importance of psychological drivers in sustainable tourism choices and suggest that enhancing environmental awareness can effectively encourage consumers to opt for eco-friendly accommodations.
Downloads
References
ILRI, I. 2021. UNEP and ILC. 2021. Rangelands Atlas. Nairobi Kenya: ILRI.
Zhou, Y., Xu, Y., Liu, C., Fang, Z., & Guo, J. 2019. Spatial effects of technological progress and financial support on China's provincial carbon emissions. International Journal of Environmental Research and Public Health, 16(10), 1743.
Ecology, M. o. 2022. 2020 Press Conference Records of Ministry of Ecology and Environment, the People's Republic of China. Springer Nature.
Zhang, J.-j., Dong, X., Cao, Y.-y., Yuan, Y.-d., Yang, Y.-b., Yan, Y.-q., ... & Gao, Y.-d. 2020. Clinical characteristics of 140 patients infected with SARS-CoV-2 in Wuhan, China. Allergy, 75(7), 1730-1741.
Parsakia, K. 2023. Resource management strategies in the hospitality industry: Balancing profit and sustainability. Journal of Resource Management and Decision Engineering, 2(4), 17-23.
Stern, P. C., Dietz, T., & Kalof, L. 1993. Value orientations, gender, and environmental concern. Environment and Behavior, 25(5), 322-348.
Kaiser, F. G., & Wilson, M. 2004. Goal-directed conservation behavior: The specific composition of a general performance. Personality and Individual Differences, 36(7), 1531-1544.
Ajzen, I. 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Han, H., Hsu, L.-T. J., & Sheu, C. 2010. Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325-334.
Liu, M. T., Liu, Y., & Mo, Z. 2020. Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers' green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841.
Kollmuss, A., & Agyeman, J. 2002. Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239-260.
Shao, J. 2019. Sustainable consumption in China: New trends and research interests. Business Strategy and the Environment, 28(8), 1507-1517.
O'donovan, G. 2002. Environmental disclosures in the annual report: Extending the applicability and predictive power of legitimacy theory. Accounting, Auditing & Accountability Journal, 15(3), 344-371.
Gorsuch, R. L., & Ortberg, J. 1983. Moral obligation and attitudes: Their relation to behavioral intentions. Journal of Personality and Social Psychology, 44(5), 1025.
Spaemann, R. 1989. Basic Moral Concepts.
Stern, P. C., Kalof, L., Dietz, T., & Guagnano, G. A. 1995. Values, beliefs, and proenvironmental action: Attitude formation toward emergent attitude objects. Journal of Applied Social Psychology, 25(18), 1611-1636.
Ross, S. M., & Ajzen, I. 2010. A theory of planned behavior approach to prosocial consumption behaviors: Incorporating egoism as motivation. Unpublished manuscript.
Schultz, P. W., & Zelezny, L. C. 1998. Values and proenvironmental behavior: A five-country survey. Journal of Cross-Cultural Psychology, 29(4), 540-558.
Aquino, K., & Reed II, A. 2002. The self-importance of moral identity. Journal of Personality and Social Psychology, 83(6), 1423.
Schwartz, S. H., & Bilsky, W. 1987. Toward a universal psychological structure of human values. Journal of Personality and Social Psychology, 53(3), 550.
Simon, H. A. 1993. Altruism and economics. The American Economic Review, 83(2), 156-161.
Teng, Y.-M., Wu, K.-S., & Liu, H.-H. 2015. Integrating altruism and the theory of planned behavior to predict patronage intention of a green hotel. Journal of Hospitality & Tourism Research, 39(3), 299-315.
Baston, C. D., & Coke, J. S. 1981. Empathy: A source of altruistic motivation for helping? In J. P. Rushton & R. M. Sorrentino (Eds.), Altruism and Helping Behavior (pp. 167-187). Lawrence Erlbaum Associates.
Ayuso, S. 2006. Adoption of voluntary environmental tools for sustainable tourism: Analysing the experience of Spanish hotels. Corporate Social Responsibility and Environmental Management, 13(4), 207-220.
Easterling, W. E. 1996. Adapting North American agriculture to climate change in review. Agricultural and Forest Meteorology, 80(1), 1-53.
Han, H., Hsu, L.-T. J., & Lee, J.-S. 2009. Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers' eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519-528.
González-Rodríguez, M. R., Díaz-Fernández, M. C., & Font, X. 2020. Factors influencing willingness of customers of environmentally friendly hotels to pay a price premium. International Journal of Contemporary Hospitality Management, 32(1), 60-80.
Han, H., Hsu, L.-T. J., Lee, J.-S., & Sheu, C. 2011. Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2), 345-355.
Kim, Y., & Han, H. 2010. Intention to pay conventional-hotel prices at a green hotel: A modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997-1014.
Kuminoff, N. V., Zhang, C., & Rudi, J. 2010. Are travelers willing to pay a premium to stay at a "green" hotel? Evidence from an internal meta-analysis of hedonic price premia. Agricultural and Resource Economics Review, 39(3), 468-484.
Klöckner, C. A. 2013. A comprehensive model of the psychology of environmental behaviour—A meta-analysis. Global Environmental Change, 23(5), 1028-1038.
Hübner, G., & Kaiser, F. G. 2006. The moderating role of the attitude-subjective norms conflict on the link between moral norms and intention. European Psychologist, 11(2), 99-109.
Kaufmann, H. R., Panni, M. F. A. K., & Orphanidou, Y. 2012. Factors affecting consumers' green purchasing behavior: An integrated conceptual framework. Amfiteatru Economic Journal, 14(31), 50-69.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
