Article2018

Extending the theory of planned behavior to understand consumers’ intentions to visit green hotels in the Chinese context

Wang Jing · Shanyong Wang · Yu Wang · Jun Li · Dingtao Zhao

223 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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

Abstract

Purpose This paper aims to explore the intention of consumers to visit green hotels in China through the theory of planned behavior (TPB) extended by adding perceived consumer effectiveness and environmental concern. Design/methodology/approach The TPB model is used as the basic theoretical framework but is extended by adding two critical variables. Data is collected from 324 respondents by using a self-administered questionnaire survey and analyzed with the assistance of structural equation modeling. Findings The empirical results show that perceived consumer effectiveness and environmental concern have positive effects on the attitude and the intention of consumers to visit green hotels, and that perceived consumer effectiveness has the largest effect. However, in China, the impact of environmental concern on the intention of consumers to visit green hotels is relatively limited, and the subjective norm has a strong effect. In addition, this research verifies the usefulness of the extended TPB model in understanding the intention of consumers in green hotels industry in China. This is evidenced by a comparison of the initial TPB model with the extended TPB model where the explanatory power has improved from 65 to 68 per cent. Originality/value This research contributes to TPB theory by addressing certain gaps in the literature regarding the intention of consumers to visit green hotels in China. Furthermore, considering the limitations of the TPB model, two pro-social variables, namely, perceived consumer effectiveness and environmental concern, are incorporated into the TPB model to better understand the intention of consumers to visit green hotels. Also, this research addresses the gap that studies on the role of perceived consumer effectiveness are limited in the tourism and hospitality management literature. The results indicate that perceived consumer effectiveness has the largest influence on the intention of consumers to visit green hotels.

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References

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Cited by

2020Job insecurity, work engagement and their effects on hotel employees’ non-green and nonattendance behaviors 2020The determinants of consumers’ intention of purchasing green hotel accommodation: Extending the theory of planned behaviour 2022Tourists' intention to visit green hotels: building on the theory of planned behaviour and the value-belief-norm theory 2019Factors influencing willingness of customers of environmentally friendly hotels to pay a price premium 2019

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