Consumer motivations, attitude and behavioral intention toward green hotel selection
Most prior studies have investigated the relationship between green purchase attitude and behavior based on the Theory of Planned Behavior (TPB). However, TPB is a behavioral theory based on a causal process, and thus ignores consumers’ motivational aspects. The purpose of this study is to examine c...
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| Format: | Article |
| Language: | English |
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Faculty of Tourism, Universitas Ciputra Surabaya
2021
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| Online Access: | http://eprints.sunway.edu.my/1861/ http://eprints.sunway.edu.my/1861/1/Philip%20Wong%20Consumer%20motivations%2C%20attitude%20and%20behavioral%20intention%20toward%20green%20hotel%20selection.pdf |
| _version_ | 1848802151094026240 |
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| author | Wang, L. Wang, Z. X. Wong, P. P. W. * Zhang, Qi |
| author_facet | Wang, L. Wang, Z. X. Wong, P. P. W. * Zhang, Qi |
| author_sort | Wang, L. |
| building | SU Institutional Repository |
| collection | Online Access |
| description | Most prior studies have investigated the relationship between green purchase attitude and behavior based on the Theory of Planned Behavior (TPB). However, TPB is a behavioral theory based on a causal process, and thus ignores consumers’ motivational aspects. The purpose of this study is to examine consumers’ motivational variables, in which monetary, convenience (location), hedonic and virtual motivation (social media) influence consumers’ intentions to visit green hotels based on generational characteristics. A survey questionnaire was developed where a total of 775 questionnaires were ultimately collected followed by subsequent empirical testing of the postulated hypotheses using SPSS and Structural Equation Modelling. The results suggest monetary and virtual motivation positively influence green purchase attitude (GPA) respectively, while convenience negatively influence GPA. GPA displays a positive influence on green purchase intention (GPI) while hedonic motivation plays no role in this study. In addition, statistically significant differences in monetary, convenience, hedonic, virtual motivation and GPI were observed between generations of consumers towards green hotel selection. The theoretical and practical implications of the results were highlighted, including limitations of the research. Lastly, this study addressed the relationship between motivational traits and behavioral intention in the hospitality and tourism field, and its results will provide useful information for green hotels’ stakeholders. |
| first_indexed | 2025-11-14T21:18:47Z |
| format | Article |
| id | sunway-1861 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:18:47Z |
| publishDate | 2021 |
| publisher | Faculty of Tourism, Universitas Ciputra Surabaya |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-18612021-10-15T08:41:17Z http://eprints.sunway.edu.my/1861/ Consumer motivations, attitude and behavioral intention toward green hotel selection Wang, L. Wang, Z. X. Wong, P. P. W. * Zhang, Qi G 154.9 Tourism Most prior studies have investigated the relationship between green purchase attitude and behavior based on the Theory of Planned Behavior (TPB). However, TPB is a behavioral theory based on a causal process, and thus ignores consumers’ motivational aspects. The purpose of this study is to examine consumers’ motivational variables, in which monetary, convenience (location), hedonic and virtual motivation (social media) influence consumers’ intentions to visit green hotels based on generational characteristics. A survey questionnaire was developed where a total of 775 questionnaires were ultimately collected followed by subsequent empirical testing of the postulated hypotheses using SPSS and Structural Equation Modelling. The results suggest monetary and virtual motivation positively influence green purchase attitude (GPA) respectively, while convenience negatively influence GPA. GPA displays a positive influence on green purchase intention (GPI) while hedonic motivation plays no role in this study. In addition, statistically significant differences in monetary, convenience, hedonic, virtual motivation and GPI were observed between generations of consumers towards green hotel selection. The theoretical and practical implications of the results were highlighted, including limitations of the research. Lastly, this study addressed the relationship between motivational traits and behavioral intention in the hospitality and tourism field, and its results will provide useful information for green hotels’ stakeholders. Faculty of Tourism, Universitas Ciputra Surabaya 2021 Article PeerReviewed text en cc_by_nc_4 http://eprints.sunway.edu.my/1861/1/Philip%20Wong%20Consumer%20motivations%2C%20attitude%20and%20behavioral%20intention%20toward%20green%20hotel%20selection.pdf Wang, L. and Wang, Z. X. and Wong, P. P. W. * and Zhang, Qi (2021) Consumer motivations, attitude and behavioral intention toward green hotel selection. Journal of Tourism, Culinary and Entrepreneurship, 1 (2). pp. 79-104. ISSN 2776-0928 https://journal.uc.ac.id/index.php/JTCE |
| spellingShingle | G 154.9 Tourism Wang, L. Wang, Z. X. Wong, P. P. W. * Zhang, Qi Consumer motivations, attitude and behavioral intention toward green hotel selection |
| title | Consumer motivations, attitude and behavioral intention toward green hotel selection |
| title_full | Consumer motivations, attitude and behavioral intention toward green hotel selection |
| title_fullStr | Consumer motivations, attitude and behavioral intention toward green hotel selection |
| title_full_unstemmed | Consumer motivations, attitude and behavioral intention toward green hotel selection |
| title_short | Consumer motivations, attitude and behavioral intention toward green hotel selection |
| title_sort | consumer motivations, attitude and behavioral intention toward green hotel selection |
| topic | G 154.9 Tourism |
| url | http://eprints.sunway.edu.my/1861/ http://eprints.sunway.edu.my/1861/ http://eprints.sunway.edu.my/1861/1/Philip%20Wong%20Consumer%20motivations%2C%20attitude%20and%20behavioral%20intention%20toward%20green%20hotel%20selection.pdf |