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

Wang, Lei; Zhang, Qi; Ding, Yongjian; Wong, Philip Pong Weng

doi:10.1080/19388160.2022.2070567

Cited by 15 publications

(12 citation statements)

References 62 publications

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“…Therefore, H5 is accepted. Previous studies showed that individuals' perceived social pressure significantly influenced their explicit environmental attitude (Wang et al, 2022a) as well as implicit attitude (Wang et al, 2019(Wang et al, , 2022b. Nevertheless, current study's results showed that social norm did not influence either explicit attitude (β = −0.44, p > 0.05) or implicit attitude (β = 0.013, p > 0.05) toward green hotel selection.…”

Section: Discussioncontrasting

confidence: 84%

“…The VBN shows that individuals' personal norm is the key predictor of pro-environmental behavior, and it is influenced by values and beliefs simultaneously (Wang et al, 2022b). It reflects an individual's sense of obligation to take certain pro-environmental actions (Fauzi et al, 2022) and is highly dependent on an individual's feelings of his/her obligations that are related to one's expectations (Sia and Jose, 2019).…”

Section: Personal Norm Toward Green Purchase Intentionmentioning

confidence: 99%

“…It reflects an individual's sense of obligation to take certain pro-environmental actions (Fauzi et al, 2022) and is highly dependent on an individual's feelings of his/her obligations that are related to one's expectations (Sia and Jose, 2019). The concept of personal norm focuses solely on the evaluation of practices based on their moral self-worth (Han and Hyun, 2018) and previous studies have shown that personal norm is the single proximal determinant of pro-environmental behavior when compared to social norm (Saleem et al, 2021;Wang et al, 2022b). Hence, the suggested hypothesis is: H5: There is a positive relationship between personal norm and intention.…”

Section: Personal Norm Toward Green Purchase Intentionmentioning

confidence: 99%

“…This is because an individual's social norm influences his/her decisionmaking based on the perceived opinions of significant others (e.g., close friends, relatives, business partners, or co-workers/colleagues) and is reflected in social costs and benefits (Wang et al, 2022c). Specifically, the significant others' views on recycling performance can influence one's personal feelings, moral duty or accountability in performing pro-environmental behavior (Wang et al, 2022b), and social norm has been found to positively affect personal norm toward pro-environmental behavior (Han et al, 2019). If an individual has a positive social norm toward green hotels, he/she will be more likely to have a favorable attitude to visit green hotels (Wang et al, 2019).…”

Section: Social Norm Toward Personal Norm Attitude and Green Purchase...mentioning

confidence: 99%

“…In addition, it is widely agreed in the literature that a high level of personal norm has a significant influence on consumer pro-environmental behavior (Arun et al, 2021), and VBN also proposed personal norm is the last important antecedent of pro-environmental behavior (Wang et al, 2022b). However, personal norm is only an internalized norm which reflects individuals' personal feelings of moral obligations and ignores an individual's value system that is influenced by social pressure which refers to social norms (Wang et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

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Consumers’ green purchase intention to visit green hotels: A value-belief-norm theory perspective

et al. 2023

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IntroductionThe theory of planned behavior (TPB) has dominated the limited number of green hotel visitation studies; however, those studies’ findings are often inconclusive or even controversial. Thus, research needs to move beyond using the TPB to measure consumers’ intention and behavior, and to experiment with alternative theoretical frameworks to explain behavioral change. Value-belief-norm theory of environmentalism (VBN) proposed that various facets of values can influence individuals’ beliefs, subsequently effecting their moral obligations, ultimately, their pro-environmental behaviors. Hence, this study aims to examine the relationship between value components (i.e., biospheric, altruistic, collectivistic), beliefs (i.e., explicit and implicit attitude), norms (i.e., social and personal norm), and green purchase intention to visit green hotels.MethodsAn online survey of convenience sampling technique was adopted for data collection. A total of 373 valid questionnaires were subjected to descriptive analysis, and confirmatory factor analysis and structural equation modeling were performed for the testing of the hypotheses.ResultsThe results suggested that biospheric and collectivistic value positively influence explicit environmental attitude while altruistic value positively influences intrinsic environmental attitude, but negatively influences extrinsic environmental attitude. Social norm was shown to have a positive impact on personal norm and green purchase intention. Furthermore, implicit environmental attitude was shown to influence personal norm and intention, while personal norm positively influences green purchase intention to visit green hotels.DiscussionThis study provided an alternative perspective on the selection of green hotels among consumers based on value-belief-norm theory in the tourism literature. These empirical findings would greatly benefit green hotel managers and other key stakeholders in the hospitality industry.

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Section: Discussioncontrasting

confidence: 84%