Drivers of consumers’ behavioral intention toward green hotels
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 12 February 2018
Abstract
Purpose
The purpose of this study is to explore the relationships among consumers’ environmental value, low-carbon knowledge, perceived value of green hotels and behavioral intention to stay in green hotels as well as willingness to cooperate with green hotels’ environmentally friendly practices.
Design/methodology/approach
Structural equation modeling and indirect effect estimation through bootstrapping technique were performed using 415 valid questionnaires collected from customers who had green hotel stay experiences in Taiwan.
Findings
The analytical results indicate that environmental value and low-carbon knowledge positively affect perceived value of green hotels, which in turn positively affect consumers’ behavioral intention to stay in green hotels and willingness to cooperate with green hotels’ environmentally friendly practices. Perceived value of green hotels also partially mediates the effects of environmental value and low-carbon knowledge on two behavioral intention variables.
Practical implications
This study provides numerous valuable implications for green hotel operators to develop effective strategies to increase consumers’ perceived value of green hotels and their behavioral intention toward green hotels.
Originality/value
This study is among the first to test not only the main effects of environmental value and knowledge on consumer perceptions of the value of green hotels, but also the mediating effect of consumers’ perceived value of green hotels for the relationships between environmental value, environmental knowledge and two behavioral intentions toward green hotels.
Keywords
Acknowledgements
The authors would like to thank the Ministry of Science and Technology of the Republic of China, Taiwan, for financially supporting this research under contract MOST 104-2628-S-030-001-MY3.
Citation
Teng, C.-C., Lu, A.C.C. and Huang, T.-T. (2018), "Drivers of consumers’ behavioral intention toward green hotels", International Journal of Contemporary Hospitality Management, Vol. 30 No. 2, pp. 1134-1151. https://doi.org/10.1108/IJCHM-04-2017-0203
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited