Uncovering the determinants of pro-environmental consumption for green hotels and green restaurants
Purpose: This paper aims to uncover the determining factors of customers’ pro-environmental intention for green hospitality products (green hotels and green restaurants) and explore the comparative importance among the factors. This study also investigated the difference in forming pro-environmental intention across the green hospitality product types. Design/methodology/approach: A mixed-method approach was taken to achieve the research objectives. In a qualitative phase, the textual data collected via an open-ended question were analyzed using a unit of analysis and categorization method. In a quantitative phase, the psychometric measurement items were organized and validated through a series of tests. A structural equation modeling and structural invariance test were used to evaluate the hypothesized relationships and difference between green hotels and green restaurants. Findings: The textual data yielded three additional factors underlying consumers’ pro-environmental consumption intention. Including five core variables derived from the extant theories in the pro-environmental behavior literature, eight variables were categorized into volitional, cognitive, emotional and moral dimensions. Among the dimensions, volitional and cognitive dimensions significantly contributed to consumer’ pro-environmental intention. The influence of pro-environmental attitude and perceived benefits on intention differed across green hotels and green restaurants. Originality/value: This study uses a thorough mixed-method approach encompassing qualitative and quantitative processes and develops the psychometric items to explore the drivers of customers’ pro-environmental consumption intention for green hospitality products. This research is also one of the very few studies that verified the difference in customers’ pro-environmental behavior between green hotels and green restaurants.
Year of publication: |
2019
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Authors: | Han, Heesup ; Moon, Hyoungeun ; Hyun, Sunghyup Sean |
Published in: |
International Journal of Contemporary Hospitality Management. - Emerald, ISSN 0959-6119, ZDB-ID 2028752-5. - Vol. 32.2019, 4 (13.11.), p. 1581-1603
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Publisher: |
Emerald |
Saved in:
Online Resource
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