Marketing of environmentally friendly hotels in China through religious segmentation: a theory of planned behaviour approach

Lei Wang · Philip Pong Weng Wong

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Environmental Sustainability in Business Religion, Ecology, and Ethics Halal products and consumer behavior

Abstract

Purpose The purpose of this study is to examine the relationship between religiosity, green purchase attitude (GPA), subjective norm (SN), perceived behavioural control (PBC) and green purchase intention (GPI) towards the selection of environmentally friendly hotel. The current study argues that consumers’ incentive variable, namely, religiosity, can influence consumers’ environmentally friendly hotel selection. Design/methodology/approach This study had successfully gathered 404 completed questionnaire sets through online surveys. All survey data were subjected to descriptive analysis and analysis of variance using SPSS. Besides that, confirmatory factor analysis and structural equation modelling were performed for the testing of hypotheses. Findings The results suggest that religiosity significantly and positively influences GPA, SN, PBC and GPI. Furthermore, GPA and PBC positively and significantly influence GPI. The SN also displays significant positive influence on GPA, while GPA plays a full mediation role between SN and GPI. In addition, statistically significant differences in religiosity, SN and PBC were obtained between religious affiliations of consumers towards environmentally friendly hotel selection. Originality/value This study extended the existing knowledge based on the selection of environmentally friendly hotels among religious consumers in the tourism literature. Besides that, these empirical findings would greatly benefit hotel managers and other key stakeholders in the tourism industry.

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References

1991The theory of planned behavior 2015Predicting green product consumption using theory of planned behavior and reasoned action 2008Do Data Characteristics Change According to the Number of Scale Points Used? An Experiment Using 5-Point, 7-Point and 10-Point Scales 2009Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities 2013Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels 2016Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior 2003The Religious Commitment Inventory--10: Development, refinement, and validation of a brief scale for research and counseling.2016Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers

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