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1 – 10 of over 31000
Article
Publication date: 16 March 2015

Yang Jiang and Youngtae Kim

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…

6007

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Contemporary Hospitality Management, vol. 27 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 15 August 2022

Ling Ling Tan

This study aims to examine the influence of environmental knowledge on perceived green benefits and green hotel patronage intention. It also aims to investigate the influence of…

Abstract

Purpose

This study aims to examine the influence of environmental knowledge on perceived green benefits and green hotel patronage intention. It also aims to investigate the influence of perceived green benefits on attitude towards green hotel stay and patronage intention.

Design/methodology/approach

The purposive sampling method was used in this study. A total of 262 respondents completed the survey questionnaire. For data testing, the partial least squares approach was used.

Findings

Environmental knowledge positively influenced the intention to patronise a green hotel and all the perceived green benefits – functional, emotional, social and epistemic benefits. Perceived green benefits did not influence green hotel patronage intention directly, but all the benefits promoted a favourable attitude towards green hotel stay.

Research limitations/implications

Future studies can replicate this study to examine whether consumers in other cities or countries perceive green benefits similarly or differently. The current model can also be used to explore other hospitality and tourism settings.

Practical implications

Green hoteliers should highlight all the four perceived green benefits in their marketing communication materials, especially functional and epistemic benefits that have greater effect on attitude. Green hoteliers can also collaborate with local government, educational institutions and travel agencies to develop pro-environmental materials to increase environmental knowledge of consumers.

Originality/value

Few studies have examined the relationships among environmental knowledge, perceived green benefits with the inclusion of epistemic benefit, attitude and green hotel patronage intention in a single framework.

Details

Journal of Hospitality and Tourism Insights, vol. 6 no. 3
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 2 May 2017

Jialing Lin, Antonio Lobo and Civilai Leckie

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands…

7205

Abstract

Purpose

The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined.

Design/methodology/approach

Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model.

Findings

The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image.

Research limitations/implications

This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty.

Originality/value

Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 16 June 2022

Xiaohua Chen and Timothy J. Lee

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and…

1222

Abstract

Purpose

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.

Design/methodology/approach

This study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.

Findings

The platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.

Research limitations/implications

The convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.

Practical implications

The OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.

Originality/value

This study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 24 January 2020

Arpita Khare

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the…

Abstract

Purpose

This study aims to examine the influence of past environmental behaviour, green peer influence and green apparel knowledge on the subject of Indian consumers’ evaluation of the perceived benefits of green apparel.

Design/methodology/approach

Data was collected through a mall intercept technique in 10 cities across India.

Findings

Past environmental behaviour, green peer influence and green apparel knowledge had an impact on green apparel perceived benefits. Perceived benefits comprise of product attributes such as awareness of fair trade practices, the perceived value in buying fair trade clothes, and enhancement of self-image.

Research limitations/implications

The research did not examine the impact of demographics and lifestyle on green apparel buying or the influence of product attributes such as quality, price and functional features in predicting consumers’ behaviour towards green apparel.

Practical implications

Green apparel manufacturers should focus on altruistic, physical and aesthetic product attributes. Green apparel can be marketed as a distinct product that communicates environment-friendly commitment. The social influence could be used to spread awareness about green apparel benefits.

Originality/value

There is little research on consumers’ perception of the benefits and value of green apparel in India. The study looks into altruistic and physical product features of green clothing and their role in enhancing an individual’s self-identity.

Details

Research Journal of Textile and Apparel, vol. 24 no. 1
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 1 April 2014

Shwu-Ing Wu and Yu-Chen Wu

This study applied the theory of planned behavior (TPB) to examine the awareness of green management among executives in the Top 5000 corporations (as listed in the China Credit…

2514

Abstract

Purpose

This study applied the theory of planned behavior (TPB) to examine the awareness of green management among executives in the Top 5000 corporations (as listed in the China Credit Information Service (CCIS)). Perceived risk, perceived benefit, justice, moral obligation, control force, and control beliefs were considered antecedents to the three components of the TPB (attitude, subjective norms and perceived behavior control, PBC). The correlation between intention and implementation of green management strategies was examined, as was the combined influence of these two factors on organizational performance. The paper aims to discuss these issues.

Design/methodology/approach

333 valid questionnaires were returned from a sample of the Top 5000 corporations listed in the CCIS. Structural equation modelling was used to verify the causal relationship amongst the green management variables and performance perspectives.

Findings

The results indicate that perceived risk and perceived benefit have a strong correspondence to the expressed attitudes related to green management strategies; justice and moral obligation are correlated with the subjective norm; control force and control belief are correlated with perceived behavior control (PBC). Working in conjunction, the three components of the TPB exert a strong influence on the intentions of managers and their likelihood of implementing green management strategies. These factors further affect organizational performance.

Practical implications

When corporations in the service industry are compared with those in the manufacturing industry, the following five paths show significant differences: control force to PBC, control belief to PBC, attitude to strategic intention, subjective norm to strategic intention, and PBC to strategic intention. These results demonstrate that different industry clusters may lead to different path strengths as a corporation adopts green management strategies.

Originality/value

This study used the TPB to explore green management adoption and was able to clarify the relationship between green management strategies and organizational performance. It is hoped that this study might provide academic as well as practical value.

Details

International Journal of Quality & Reliability Management, vol. 31 no. 4
Type: Research Article
ISSN: 0265-671X

Keywords

Open Access
Article
Publication date: 25 January 2024

João M.M. Lopes, Sofia Gomes and Tiago Trancoso

Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This…

Abstract

Purpose

Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions.

Design/methodology/approach

This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey.

Findings

Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns.

Practical implications

According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness.

Social implications

It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society.

Originality/value

The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

Details

Sustainability Accounting, Management and Policy Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8021

Keywords

Open Access
Article
Publication date: 12 September 2023

Eugine Tafadzwa Maziriri, Brighton Nyagadza, Tinashe Chuchu and Gideon Mazuruse

This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase…

1680

Abstract

Purpose

This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase intention among consumers in Harare, Zimbabwe.

Design/methodology/approach

Data were collected from 329 consumers in Harare, Zimbabwe's commercial capital who were served from five using a structured questionnaire via an online web-based cross-sectional survey. Hypothesised relationships were tested through structural equation modelling with the aid of Smart PLS software.

Findings

Green product awareness, social influence, perceived benefit and attitude towards green appliances were found to have a significant positive effect on green purchase intention.

Research limitations/implications

The study's findings may not be generalised to other contexts as sample data was only collected in Zimbabwe. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons and methodological validations.

Practical implications

The green appliance and energy saving practices are vastly growing, with many multinational appliance companies introducing green products within their product lines and adopting the concept of sustainability through modifications in production, design and consumption of household appliance products that encompass fewer harmful consequences on the environment in response to their concerns about the scarcity of natural resources, environmental well-being and the potential detriment of future generations.

Originality/value

Notwithstanding the limitations of the current study, the results have the potential to contribute to an improved understanding of influence attitudes towards the use of environmentally friendly household appliance products.

Details

PSU Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2399-1747

Keywords

Article
Publication date: 30 March 2021

Pooja Mehta and Harpreet Singh Chahal

Over the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products to green

2459

Abstract

Purpose

Over the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products to green products. Hence, it becomes essential for academicians and marketers to understand the notion, attributes and a comprehensive profile of green consumers. Since consumer attitude towards green products is not widely studied in developing countries, the present study aims at exploring the profile of green consumers in India (Punjab State) based on the same in the Indian context.

Design/methodology/approach

The study used the survey method, and a sample of 400 respondents was selected from the Punjab State of India. Initially, principal component analysis was employed to reduce the dimensions. Following this, cluster analysis was applied to segment consumer market in distinctive segments. Results of cluster analysis were validated with discriminant analysis and finally, differences amongst the segments of green and non-green consumers were examined to build on the profile of green consumers.

Findings

The study segmented the consumer market based on consumer attitude towards green products. Results of the study revealed four distinct segments. “Dynamic Green”, the largest cluster, presents truly green consumers who exhibit a positive attitude towards green products. Finally, the study highlighted the attitudinal profile of green and non-green consumers and differences amongst the segments were explained.

Research limitations/implications

Similar study should be conducted in other developing/developed countries. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude towards green products. The study may also be extended to probe the connection between consumers' attitude and actual behaviour towards green products.

Originality/value

The study examined the role of consumer attitude towards green products in identifying the distinct segment of green consumers and determining different configurations of consumer characteristics to build on the profile of green consumers.

Details

Management of Environmental Quality: An International Journal, vol. 32 no. 5
Type: Research Article
ISSN: 1477-7835

Keywords

Open Access
Article
Publication date: 16 July 2019

Glyn Everett and Jessica Lamond

The purpose of this paper is to explore perceptions of the advantages and disadvantages of green roofs for commercial real estate building owners/occupiers in a UK city and…

2584

Abstract

Purpose

The purpose of this paper is to explore perceptions of the advantages and disadvantages of green roofs for commercial real estate building owners/occupiers in a UK city and consider how these might affect the chances of their adoption.

Design/methodology/approach

Two sets of semi-structured interviews were conducted with purposively selected respondents, 10 with and 25 without green roofs, to compare and contrast differing perspectives. A grounded theory approach was taken to data analysis, allowing themes to emerge directly from the data.

Findings

Low awareness and understanding were observed amongst those without green roofs, which positively affected perceived costs whilst negatively affecting perceived benefits. Green roof owners gave weight to wider societal and ecosystem services benefits, whilst those without focussed much more upon building-level benefits and costs.

Research limitations/implications

Because of the restricted sample size, the findings in themselves are not generalizable; rather, themes are drawn from the research for reflection.

Practical implications

Findings point to steps that might be required of regional and national government to increase green roof uptake. This could involve initiating conversations to raise awareness, shift discourse and perceived norms and best practice; offering incentives, education and training; and presenting high-profile exemplar projects of green roofing to begin to mainstream the technology and get it onto the radar of building owners.

Originality/value

Bringing together social research around cohorts with and without green roofs, the paper throws into sharp relief discussions around costs and benefits and points towards potentially more productive directions for action to encourage consideration and take-up of green roofs by building owners.

Details

Journal of Corporate Real Estate , vol. 21 no. 2
Type: Research Article
ISSN: 1463-001X

Keywords

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