Impacts of Consumer Environmental Ethics on Consumer Behaviors in Green Hotels

Chien-Wen Tsai

66 citations0/0 files storedJournal of Hospitality & Leisure Marketing

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Environmental Sustainability in Business Diverse Aspects of Tourism Research Environmental Education and Sustainability

Abstract

This study seeks to expand and improve existing theories on green marketing. According to consumer behavior theory, consumer behavior can be affected when the three components that make up an attitude, namely cognitive (belief), affective (feeling) and behavior (reaction), are perfectly compatible. Since hotels are given a special characterization due to their emphasis on luxurious service, there are less partially positive correlative relationships between environmental ethics (NEP) and consumer green hotel consumption behaviors. This finding aligns with current theory, which accentuates the reality that the human race still needs to increase support and be more proactive in terms of environmental movements.

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References

1991The theory of planned behavior 1989The Practice of Social Research 1976The Practice of Social Research.1986Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control 1987Handbook of environmental psychology 1992Advances in Consumer Research 1951Toward a General Theory of Action 1990Consumer Behavior and Marketing Strategy

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