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Article
Publication date: 24 September 2018

Pradeep Kautish and Rajesh Sharma

The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green

Abstract

Purpose

The purpose of this study is to examine the functional relationships among terminal and instrumental values, environmental consciousness and behavioral intentions for green products in India in light of the value–attitude–behavior framework.

Design/methodology/approach

This study adopts a hypo-deductive research design. A conceptual model was developed to relate the terminal and instrumental values to environmental consciousness and behavioral intentions, which are substantiated with a comprehensive literature review. Covariance-based structural equation modeling was used along with Anderson and Gerbing’s two-step research approach to measure the dimensions of the measurement model, as well as the specifications of the structural model.

Findings

The findings of the research indicate that terminal and instrumental values significantly influence environmental consciousness, and environmental consciousness has a significant influence on behavioral intentions. Instrumental value shows a greater influence on environmental consciousness and behavioral intentions, rather than terminal value. Furthermore, this study discloses that environmental consciousness acts as a partial mediator while establishing a link between instrumental/terminal value and behavioral intentions.

Research limitations/implications

The present research is based on two distinct forms of human values, namely, terminal values and instrumental values. The study found that consumers who favored instrumental values to terminal values revealed a tendency to frame confused and incoherent judgments on environmental issues.

Practical implications

The study will help green marketing practitioners understand the important role of values, that is, both terminal and instrumental values, in promoting environmental consciousness and behavioral intentions for green products. The findings of the study will facilitate decision-making processes in relation to marketing for green product consumers in the Indian context.

Social implications

Values are the guiding forces for human behavior, both socially and individually. Moreover, values have a long-lasting impression on consumers in varied forms. This study will pave the way forward by contributing to the societal understanding of consumer values within the realms of human values for green marketing, green consumerism and sustainable businesses.

Originality/value

The paper is the first attempt of its kind to explore the relationships among two distinct forms of values that are the foundation of human values, namely, terminal and instrumental values, and their effect on environmental consciousness and behavioral intentions for green products in the Indian market. The paper is unique in understanding factors contributing to green marketing beyond consumer values and differs from previous research in specifying the significance of human values.

Details

Journal of Indian Business Research, vol. 13 no. 1
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 16 September 2019

Pradeep Kautish and Rajesh Sharma

The purpose of this paper is to study the relationships between two distinct value orientations, that is, the terminal and instrumental. The effects of these value…

Abstract

Purpose

The purpose of this paper is to study the relationships between two distinct value orientations, that is, the terminal and instrumental. The effects of these value orientations on green attitude and green behavioral intentions for green products among young consumers in an emerging market against the backdrop of a value–attitude–behavior cognitive hierarchical framework has also been focused on in this study.

Design/methodology/approach

The study espouses a hypo-deductive research design and the measures were conceptualized and advanced based on an inclusive review of the research studies conducted in the past. Anderson and Gerbing’s two-step research approach was used for partial least square structural equation modeling to assess the measurement and structural models with SmartPLS (v 3.2.6).

Findings

The findings suggest that the functional value is constantly essential, but not enough by itself, for envisaging green purchase behavior. The results show that both the terminal and instrumental values have a significant impact on green attitude and in turn, green attitude has a significant impact on green behavioral intentions. The instrumental value displays greater impact on both green attitude and green behavioral intentions compared to the terminal value. Additionally, the research also discloses that green attitude acts as a mediator in the relationship between terminal/instrumental value and green behavioral intentions.

Research limitations/implications

This paper describes two broad, yet distinctive, value orientations (i.e. terminal versus instrumental) using cross-sectional data from the state capital of the country. Future research may scrutinize the findings’ (cross-cultural) generalizability using diverse data sets to assess value orientations and customers’ green behavioral intentions among young consumers.

Practical implications

The research findings will enormously help green marketers and practitioners to recognize the roles of terminal and instrumental values in evolving green attitude and green behavioral intentions for green products among the young consumers, thereby helping to develop marketing strategies.

Social implications

The current research provides evidence that in emerging markets such as India, young consumers exhibit value orientation toward environmental deterioration, holding a sense of responsibility in their consumption pattern. This may pave the way forward for sustainable businesses.

Originality/value

This study is objectively a pioneering one that attempts to explore the relationships between the value orientations in terms of instrumental and terminal values and their effects on green attitude and green behavioral intentions toward green products using Rokeach’s (1973) two-dimensional measure of values among young consumers, which is quite novel to the existing body of knowledge. Moreover, this paper has surveyed these relationships in a different research context, which can expand the knowledge about green consumer behavior in emerging markets.

Details

Young Consumers, vol. 20 no. 4
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 25 January 2019

Hossein G.T. Olya, Pourya Bagheri and Mustafa Tümer

This study aims to present a unique perspective on the application of the theory of planned behaviour (TPB) in the context of the green lodging industry via…

Abstract

Purpose

This study aims to present a unique perspective on the application of the theory of planned behaviour (TPB) in the context of the green lodging industry via configurational modelling of three TPB dimensions in formulating hotel visitors’ behavioural responses. Attitude towards behaviour, subjective norms and perceived behavioural control are the three indicators of TPB used to predict guests’ continued intention to use and recommend green hotels on Cyprus, a Mediterranean island with a fragile ecological system.

Design/methodology/approach

A questionnaire-based survey is used to evaluate the study’s objectives. A total of 320 guests of green hotels were approached between June and July 2017 and invited to participate. Among them, 260 valid cases were obtained and used for data analysis. The structural model was tested using structural equation modelling (SEM), the configurational model was assessed using the fuzzy-set qualitative comparative analysis (fsQCA) and the necessary predictor was evaluated using the necessary condition analysis (NCA).

Findings

The SEM results revealed that attitudes regarding behaviour increased the continued intention to visit and recommend green hotels. Similarly, subjective norms enhanced the guests’ desired behavioural responses. Perceived behavioural control boosted their continued intention to visit, but this was insufficient for predicting green hotel guests’ intention to recommend. The fsQCA results indicated that two causal models explained the conditions of both high and low levels of behavioural responses. The NCA results showed that attitude towards behaviour was the only necessary condition of the two expected behavioural responses.

Originality/value

Several previous studies have tried to modify, decompose or merge the TPB to provide theoretical support for proposed conceptual models indicating visitors’ behaviours. Beyond such attempts, pragmatic analytical approaches (e.g. set-theoretic method) should be applied to present a comprehensive perspective on the association of TPB indicators in decoding the complexity of customers’ behaviours. To the best of the authors’ knowledge, this study is among the first in hospitality research to use three TPB indicators and three analytical approaches to extend the knowledge of guests’ behaviours related to green hotels.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 6
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 12 February 2018

Chih-Ching Teng, Allan Cheng Chieh Lu and Tzu-Tang Huang

The purpose of this study is to explore the relationships among consumers’ environmental value, low-carbon knowledge, perceived value of green hotels and behavioral

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.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 2
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 12 August 2020

Jookyung Kwon and Jiseon Ahn

The purpose of this study is to examine the effect of customers’ socio-demographic characteristics on the formation of behavioral intention toward green hotels in Malaysia.

Abstract

Purpose

The purpose of this study is to examine the effect of customers’ socio-demographic characteristics on the formation of behavioral intention toward green hotels in Malaysia.

Design/methodology/approach

The current study used partial least square-structural equation modeling to analyze a sample of 400 green hotel customers in Malaysia. Further, multi-group analysis (MGA) is conducted to examine whether a significant difference exists across demographic groups.

Findings

Attitude and perceived behavioral control exert positive effects on desire, which in turn considerably influences behavioral intention. Results of MGA indicate that attributions have varying effects on the desire and behavioral intention with different socio-demographic characteristics. In particular, negative anticipated emotion negatively predicts desire among the customers of the older group, whereas positive anticipated emotion and subjective norm positively influence desire among the customers of the low educational level group.

Research limitations/implications

The study examines green hotel customers’ behavior in Malaysia, and further research is needed to determine whether the impact of the proposed determinants across different industries. As the concept of corporate social responsibility (CSR) has started to influence customers’ behavior, the findings may be changing over time. Thus, a further longitudinal study would be beneficial to monitor the performance hotel CSR activities.

Originality/value

Although there is an increasing interest in CSR activities among Malaysian customers, there is a lack of information regarding customers’ motivation in the green hotel context. Furthermore, limited studies examined the role of customers’ demographic characteristics in the CSR literature. There is a need to understand green hotel industry and customers’ responses toward CSR activities.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-1117

Keywords

Content available
Article
Publication date: 3 April 2019

Patricia Martínez García de Leaniz, Ángel Herrero Crespo and Raquél Gómez-López

This study aims to explore the relationships among green practices, environmental corporate social responsibility (CSR) image, customers’ trust and their behavioral

Abstract

Purpose

This study aims to explore the relationships among green practices, environmental corporate social responsibility (CSR) image, customers’ trust and their behavioral intentions in a certified hotel context and examine the moderating effect of customers’ involvement in the buying process.

Design/methodology/approach

A survey was used to collect data from Spanish hotel customers. A structural equation model was developed to assess the research hypotheses.

Findings

Consumers’ trust on environmentally certified hotels has a direct effect on their behavioral intentions. Environmental CSR image has a direct effect on consumers’ trust on environmentally certified hotels, but it does not exert significant influence on consumers’ behavioral intentions. Additionally, the results support a positive and significant influence of consumers’ perceptions of green practices on the environmental CSR image of hotels. Finally, there is not a moderating effect of consumers’ involvement on the effects of green practices on CSR environmental image and of this variable on behavioral intentions.

Research limitations/implications

To cross validate the results of this study, it is recommended that the formation of behavioral intentions in various types of environmentally certified hotel settings be investigated in future research.

Practical implications

Hospitality managers should design strategies to raise the perception of the green-related features of environmentally certified companies.

Originality/value

No prior study investigates the relationship between green practices, customers’ trust, their degree of involvement in the buying process and their behavioral intentions in relation to companies’ environmental CSR image in the hotel sector.

Propósito

Este estudio explora las relaciones entre las prácticas medioambientales, la imagen de RSC medioambiental, la confianza de los consumidores y sus intenciones comportamentales en un contexto hotelero certificado examinando el efecto moderador de la involucración de los consumidores en el proceso de compra.

Diseño/metodología/enfoque

En la recopilación de los datos se empleó una encuesta dirigida a clientes de establecimientos hoteles en España. Así mismo, se desarrolló un modelo de ecuaciones estructurales para evaluar las hipótesis de investigación.

Resultados

La confianza de los consumidores en hoteles certificados medioambientalmente tiene un efecto directo en sus intenciones comportamentales. La imagen de RSC medioambiental tiene un efecto directo en la confianza de los consumidores en dichos hoteles, a pesar de que no ejerce una influencia significativa en sus intenciones comportamentales. Además, los resultados respaldan una influencia positiva y significativa de las percepciones de los consumidores sobre las prácticas medioambientales en la imagen de RSC medioambiental de los hoteles certificados. Finalmente, no existe un efecto moderador de la involucración de los consumidores en los efectos de las prácticas medioambientales en la imagen de RSC y de esta variable en las intenciones comportamentales.

Limitaciones/implicaciones de la investigación

Para validar los resultados de este estudio, se recomienda investigar la formación de intenciones comportamentales en diversos tipos de entornos hoteleros certificados medioambientalmente.

Implicaciones prácticas

Los gerentes de establecimientos hoteleros deben diseñar estrategias para aumentar la percepción por parte de los consumidores de las características medioambientales de las empresas certificadas medioambientalmente.

Originalidad/valor

Ningún estudio previo analiza la relación entre las prácticas medioambientales, la confianza de los consumidores, su grado de involucración en el proceso de compra y sus intenciones comportamentales en relación con la imagen de RSC medioambiental en el sector hotelero.

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Article
Publication date: 4 November 2020

Guy Assaker

This study aims to present and empirically examines an expanded service model that incorporates green hotel practices together with a multidimensional/higher-order…

Abstract

Purpose

This study aims to present and empirically examines an expanded service model that incorporates green hotel practices together with a multidimensional/higher-order measurement model of service quality, as well as perceived value and satisfaction, to examine the relationships among these variables and hotel consumers’ loyalty/behavioral intentions (BI).

Design/methodology/approach

The model was examined using partial least squares structural equation modeling (PLS-SEM) using data gathered in August 2018 from 200 surveys completed by UK subjects who stayed at upscale European hotels.

Findings

The results of PLS-SEM found that hotel service quality has a direct and positive effect on perceived value, satisfaction and BI. There is also an indirect effect of service quality on BI through perceived value and satisfaction, while green practices only had a direct effect on perceived value, not satisfaction or BI.

Research limitations/implications

This study offers new insights into the network of causal relationships among determinants of hotel consumers’ BI. The results offer hotel operators a better understanding of specific green practices and service quality attributes they can use to more favorably influence consumers’ intentions to revisit the property and recommend them through positive word-of-mouth.

Originality/value

This research is particularly relevant in today’s reality characterized by travelers’ growing concern for green issues and business’ responsibilities toward the environment. Moreover, unlike previous studies, this study assumes a multidimensional scheme for service quality, further enhancing the understanding of hotel consumers’ BI relationships.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 12
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 4 September 2020

Jookyung Kwon and Jiseon Ahn

This paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and…

Abstract

Purpose

This paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and examine the impact of attitudinal factors on customers' behavioral intention.

Design/methodology/approach

This study applies mixed-method research to examine the link between CSR skepticism, positive attitude, reactance and behavioral intention based on attitude-behavior-context theory.

Findings

As predicted, CSR skepticism weakens a favorable attitude toward CSR, whereas it increases the level of reactance. Also, CSR skepticism negatively influences behavioral intention, while positive attitude and reactance positively influence behavioral intention.

Originality/value

Understanding customers' skepticism toward CSR has become increasingly important because of its negative consequences. Despite existing studies on CSR skepticism, few have focused on why and how CSR skepticism leads to negative behavioral outcomes. Thus, this research contributes to existing tourism literature by examining the role of CSR skepticism on their attitude and behavior. Findings will help researchers and practitioners understand how CSR skepticism impacts customers' behavioral intention and develops CSR strategies to enhance the behavioral intention to patronize.

Details

Journal of Hospitality and Tourism Insights, vol. 4 no. 1
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 29 June 2021

Bidhan Mukherjee and Bibhas Chandra

In response to scholarly calls, the study aims to extend and magnify the existing understanding by unravelling the differential impact of anticipated emotions on green

Abstract

Purpose

In response to scholarly calls, the study aims to extend and magnify the existing understanding by unravelling the differential impact of anticipated emotions on green practice adoption intention through a proposed model by integrating anticipated pride and guilt in the same continuum along with values (altruistic, biospheric and egoistic) on an employee's attitude.

Design/methodology/approach

A self-administered questionnaire was used to collect data randomly from 307 employees and middle-level executives of three subsidiaries of CIL through the simple random sampling (SRS) technique. Data were analysed using structural equation modelling (SEM).

Findings

Results demonstrate that anticipated guilt influences individual cognitions and future ecological decision-making through improved attitude and higher concern for the environment while pride influences only through improved attitude. Other than biospheric and altruistic values, anticipated guilt is a direct and important antecedent of concern. Altruistic values are more influential predictors of environmental intentions in comparison to biospheric values. At the same time, environmental concern is more robust in predicting eco-intentions than attitude.

Originality/value

It makes notable difference from other studies by not only exploring the validity of the relationship between values on attitude and environmental concern but has also considered anticipated emotions of pride and guilt together alongside values on the same continuum as an antecedent of environmental attitude and concern towards employees’ green behavioural intention at the workplace. The findings are believed to provide a common consensus on differential effects of different states of emotions on environmental concern and attitude.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

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Article
Publication date: 21 December 2020

Ayesha Rasheed, Haris Aslam and Kamran Rashid

Supply chain (SC) managers influence firms in incorporating green behavior throughout the value chain in functions such as purchasing, production, distribution and…

Abstract

Purpose

Supply chain (SC) managers influence firms in incorporating green behavior throughout the value chain in functions such as purchasing, production, distribution and transportation. In this study, we aim to understand the antecedents of pro-environmental behavior (PEB) in SC managers.

Design/methodology/approach

We develop a research model hypothesizing a direct role of SC managers' private green behaviors, subjective norms, personal and organizational barriers as factors influencing the manager's pro-environmental intentions. We also analyze the impact of these intentions on actual behavior. We surveyed managers working in the SC of manufacturing firms in a developing country and tested the research model using structural equation modeling.

Findings

Our results indicate that SC managers' personal barriers significantly influence intentions to act pro-environmentally and these intentions then predict their actual behavior. However, SC managers' private green behaviors do not spill over to their workplace. Furthermore, the study shows that organizational-level barriers and subjective norms may reverse green intentions.

Originality/value

This study contributes to the research literature by identifying the role of organizational, personal and social factors in modifying the SC managers' intentions. It provides useful insights into how these factors affect the behavior of SC managers. Thus, we extend prior work in the area of PEB to the SC environment.

Details

Management of Environmental Quality: An International Journal, vol. 32 no. 2
Type: Research Article
ISSN: 1477-7835

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