Extension of planned behavioral theory to consumer behaviors in green hotel

Abstract

This study aims to contribute to the development of an extended theory of planned behavior to understand the indicators of consumer behavior. A conceptual framework highlighting four study constructs (i.e., personal norms, intention towards green hotels, environmental consciousness, and green consumer behavior) was tested using 394 general Malaysian lodging consumers. The findings indicate that to devise green branding strategies for the hotels, the managers must first consider how the environmental consciousness of consumers positively affects their personal norms and behavior towards green hotels. Second, consumers' personal norms and behavioral intention towards environmentally responsible lodging positively affect their green behavior. Third, Personal norms mediates the significant positive relationship between; environmental consciousness and behavioral intention towards environmentally responsible lodging of a consumer; and environmental consciousness and green consumer behavior. Lastly, behavioral intention towards environmentally responsible lodging mediates the significant positive relationship between a consumer's personal norms and green consumer behavior.

Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

“…The empirical result of PLS-SEM indicates that environmental concern (EC) has a strong influence on young, educated consumers' green purchasing decisions in Bangladesh, and therefore, Hypothesis (H1) is supported. These findings support those obtained in the previous foreign survey in developed countries [2,17,20,23,24,28,29,71,72,74]. They also prove that environmental concern (EC) has a positive impact on ecological purchasing decisions on green foods [72,112].…”

“…Customers who are worried about environmental issues are positive about green products and highly motivated to buy eco-friendly products to maintain a good healthy lifestyle [68][69][70]. Earlier scholars found in their study that environmental concern affects the consumer's purchasing decision process, especially for green products [17,23,61,71,72]. At present, young, educated consumers are anxious about the environment.…”

“…In addition, another extrinsic factor relates to the social image of consumers and product attributes (e.g., products' pricing, quality performance, safety, and promotion). Prior researchers explored some factors of green purchase intentions [23,29,56,72,102], such as attitude [103], purchase intention, problems, responsibility, human-oriented, affectionate, cognitive responses and collectivism, which are focused on promoting green purchase behavior. In developing countries, perceived deterioration is a reliable prediction for consumer green purchase decisions [98].…”

Nurturing Consumers‘ Green Purchase Intention on Natural Dyes Batik During Craft Shopping Tour in the Batik City of Pekalongan Indonesia

“…Thus, the novel green consumption trend among community encourages every member to understand and alter their conventional consumption patterns in their purchase intentions in pursuing environmental sustainability (Ahmad at al., 2020;Brutting et al, 2020;De Aquim et al, 2019;Prakash et al, 2019;Jaiswal and Kant, 2018;Nie et al, 2018). Research on green products' consumer purchase intentions has been widely conducted (Chairy, 2012;Joshi and Zillur, 2015;Mobrezi and Khoshtinat, 2016;Bashir et al, 2019;Agmeka et al, 2019). Kim and Hwang (2020), in their study, explain that the intention of environmentally friendly behavior related to the theoretical framework and product knowledge about the pro-environment in terms of goods (food) delivery services using drones to reduce air pollution from goods delivery vehicles (food).…”

“…A study conducted by Bashir et al (2019) found that behavioral intention towards the environment mediates the relationship between consumers' norms and green consumer behavior. Furthermore, Ng and Law (2015) argued that people with an internal locus of control (LOC) show a positive attitude towards environmentally friendly products.…”