Search results

The purpose of this study is to elucidate how green value influences potential green hotel customers’ propensity to choose green. Studies on green hotels emphasized environmental and financial benefits that conventional hotels do not provide to society or the companies. However, these benefits may not be the ones that resonate best with its potential customers. Besides, given the characteristics of green products, it is also important to point out how customers perceive green-related costs.

A pilot test was conducted in three universities and then an anonymous questionnaire was randomly administered to Korean passengers at the Incheon International Airport. Exploratory factor analysis and structural equation modeling were the primary methods of data analysis.

Four dimensions for perceived green benefits and three dimensions for perceived green costs emerged: functional, emotional, social and epistemic benefits; and monetary, explicit and implicit costs. Environmental concern influenced perceived green benefits positively and perceived green costs negatively, while its relationship with purchase intention was insignificant. Perceived green benefits was not a significant predictor of purchase intention, but perceived green costs was, and it partially mediated the effect of environmental concern on purchase intention. Functional and emotional benefits as well as monetary and explicit costs were significantly associated with purchase intention.

This study has only investigated customer perceived value of a green hotel stay in the pre-purchase stage, and hotel brand level was not taken into consideration. Besides, convenience sampling of Korean respondents only may limit the generalizability of the research findings.

Research findings help to explain the inconsistency between eco-friendly attitude and green purchase intentions. Managers may understand the importance of developing customers’ green awareness and how to market the green value to them.

Few researches have focused on the role of customer perceived value in explaining true behavioral change of green hotel guests. The current study may be the first attempt to incorporate the social exchange theory into the conceptual model, and extend the knowledge of perceived value in this specific green context by not only emphasizing multi-dimensional perceived green benefits and perceived green costs but also incorporating a situational factor of environmental concern.

The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust.

This study applies four original concepts – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an integral model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural equation modeling (SEM) is applied to verify the research framework.

The empirical results show that green perceived value would positively affect green trust and green purchase intentions, while green perceived risk would negatively influence both of them. Furthermore, this study demonstrates that the relationships between green purchase intentions and their two antecedents – green perceived value and green perceived risk – are partially mediated by green trust. Hence, investing resources to increase green perceived value and to decrease green perceived risk is helpful to enhance green trust and green purchase intentions.

This study summarizes the literature on green marketing and relationship marketing into a new managerial framework of green purchase intentions. It utilizes four novel constructs – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an original research framework to enhance green purchase intentions. Although past research has highlighted the relevant issues about purchase intentions, none explores it about green management. Therefore, this paper develops the research framework of green purchase intentions to fill the research gap.

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.

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.

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.

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.

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.

This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making.

Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model.

The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that consumers’ perceived value mediates the moderated effects of perceived quality and perceived savings on green purchase intentions.

This research helps marketers better design price promotions, taking into account the various levels of consumers’ greenness. The focus of reduced loss or gain of the promotional programs should be targeted at consumers with different levels of greenness.

This is the first paper to examine the role of price promotion presentation formats in consumer decision-making regarding green consumption. The study provides new insights concerning how to design price promotions to enhance the green purchase intentions of consumers.

The purpose of this paper is to measure the influence of peers, and the Government and non-governmental organization (NGO) initiatives on an individual’s attitudinal drivers such as environmental knowledge and environmental concern, which are the reasons for their green purchasing intentions. This concept was applied among the Indian young consumers.

For the research, a structured online questionnaire was used to obtain responses from 342 Indians from various cities. The participants were 20-25 years of age. SPSS software package was used to refine the data while SmartPLS was used to test the validity of the hypotheses.

The findings revealed that the Government and NGO initiatives along with peer influence do have a significant effect on a consumer’s environmental knowledge and environmental concerns. Further, this study found a significant positive effect of environmental knowledge and environmental concern on perceived value. In turn, the perceived value had a direct positive impact on green attitude leading to green purchase intention.

This paper provides critical insights for marketers, as well as for governmental agencies and NGOs promoting the conservation of the environment through environmental-friendly practices. These parties aim to generate greater awareness among consumers and impart knowledge about the benefits of green practices.

The studies measuring the impact of external factors on green consumption are scarce. Even the few studies available have measured the direct impact of external factors on green purchase intention. Governmental and NGO initiatives along with peer influence are the stimuli impacting operational factors such as environmental knowledge, environmental concern, perceived value, and green attitude, which, in turn, lead to the response of green purchase intention. This study provides new insights to this relationship by using a stimulus – organism – response framework.

The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

According to legend – and to the Johnny Cash song – Ireland has 40 shades of green. According to some marketers, businesses these days have to contemplate, if not 40, at least several shades of green when they consider their own environmental responsibility and the growing perception among their customers that “green is good”. As green products are more popular in the market, green marketing has become more prevalent as a consequence.

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

The purpose of this paper is to examine the role of green self-identity, green peer influence, service and product quality of organic food retailers on Indian consumers’ perceived trust and transaction risk.

The sample consisted of consumers purchasing organic food products from organic food retailers. A mix of judgemental and convenience sampling was used.

Green peer influence, perceived organic food quality and service quality had a positive influence on perceived trust towards organic food retailer. Green self-identity had a negative influence on perceived transaction risk, and green peer influence had a positive effect on perceived transaction risk.

The findings can be used by organic food retailers to increase trust by improving organic food brands and service quality at the stores. The organic food market is in nascent stage and consumers’ trust towards organic food retailers is crucial in improving intention to purchase organic food. Peer influence should be used in cultivating trust towards products sold by organic food retailers.

The study adds to existing research by analysing the role of green self-identity, peer influence, organic food and service quality on perceived trust and transaction risk. The results can be used by retailers for marketing organic food brands.

This study aims to investigate the role of psychological factor affecting Malaysian consumers’ purchase intention towards green residential buildings and to examine whether the purchase intention affects their willingness to pay for such buildings.

In general, a total of 304 respondents participated in the survey of this study and they are from three states in Malaysia, namely, Penang, Selangor and Johor. The Statistical Package for the Social Sciences (SPSS) and partial least square structural equation modelling (PLS-SEM) analyses were performed on the latent variables.

This study concludes that the main factors influencing consumer purchase intention towards green residential buildings include the attitude towards green residential buildings, the perceived moral obligation, the environmental concern, the perceived value, the perceived self-identity and the financial risk. These do not include subjective norms, perceived behavioural control, performance risk and psychological risk. Subsequently, the purchase intention was found to be an essential predictor of consumers’ willingness to pay for a green home in a green residential building.

Psychological factors are noteworthy determinants in assessing consumer purchase intention toward green residential building in Malaysia.

Going green has become prevalent among Malaysian households, and it should be embraced for promoting green living such as purchasing a green home. This study is expected to provide insights to property developers in designing their marketing and promotion strategies. As for the government sector, the findings are important in view of the recent government blueprint focused on building a sustainable city in near future.

The purpose of this paper is to apply the multidimensional construct of green perceived value (GPV) to the buying behavior of green food products to enhance the understanding of consumer behavior intentions and explain the formation of the intention to buy green food products.

This study adopted four GPVs (i.e. functional value, conditional value, social value and emotional value) and explored the relationships among GPV, attitudes and purchase intention. A total of 300 self-administered questionnaires were distributed, from which 253 usable responses were obtained.

The relationships between six constructs and 20 indicators were measured using structural equation modeling. All the underlying dimensions had a significant effect on consumers’ attitudes, significantly affecting their purchase intention.

Implications for future research and marketing strategies in the field of purchasing behaviors of green food products are discussed.

To respond to the environmental demands of consumers, more and more hotels are increasingly striving to implement sustainable practices to satisfy the requests of environmentally conscious consumers. This paper aims to propose and test the relationship between these “green” initiatives and functional value as perceived by tourists, guest satisfaction and intentions to revisit the hotel and to spread positive word-of-mouth (WOM).

A sample of 378 guests who stayed in a three- and four-star hotel was used. Structural equation modeling (SEM) was used to test the proposed relationships. Confirmatory factor analysis and structural equational modeling were used to test the proposed model.

The results of the data analysis indicated that the impact of “green” practices on perceived value, satisfaction, intention to revisit and WOM. In addition, the positive effects of functional value on guest satisfaction and WOM are also confirmed.

Customers' revisit intention is not only created when hotels implement “green” practices, but also when the degree of customer satisfaction with the hotel increases. In this sense, managers are encouraged to pay more attention to environmental initiatives as an essential tool to increase the level of guests' satisfaction.

The study yields several implications that can be helpful for managers while devising green marketing strategies for the hotel sector. The results show that guests tend to develop greater levels of loyalty to a specific hotel when they are satisfied with the services offered by the hotel. In this sense, the environmental measures implemented by companies are a key strategic tool, given their essential role in the construction of perceived value, guest satisfaction as well as WOM and revisit intention.