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

By Jing Wang, Shanyong Wang, Yu Wang, Jun Li, Dingtao Zhao. International Journal of Contemporary Hospitality Management, 2018

176 citations recorded by the source corpus.

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.

Subfields: Management, Monitoring, Policy and Law, Marketing

View Paper: https://www.semanticscholar.org/paper/0ba0014a869ff0261a4918d61cdf3f3ea420aadf

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management, Monitoring, Policy and Law

1. Amandeep Dhir
2. Shalini Talwar

In Marketing

1. Amandeep Dhir
2. Shalini Talwar
3. Puneet Kaur
4. Mototaka Sakashita
5. Mohd. Sadiq

Citations in the corpus

• Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan (2021, background): “For example, J. Wang, Wang, Wang, et al. (2018) observed that consumers high in perceived consumer effectiveness tend to show strong intentions of visiting green hotels.”