The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior
Despite most previous studies investigated the relationship between consumers’ attitude and behavior gap by adopting the theory of planned behavior (TPB). However, patronizing green hotels is still considered to be one of the most persistent challenges in behavioral transformation agenda. This paper...
| Main Authors: | , , , |
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| Format: | Article |
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Routledge
2022
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| Online Access: | http://eprints.sunway.edu.my/2077/ |
| _version_ | 1848802193423990784 |
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| author | Wang, Lei Zhang, Qi Ding, Yan-Yun Wong, Philip Pong Weng* |
| author_facet | Wang, Lei Zhang, Qi Ding, Yan-Yun Wong, Philip Pong Weng* |
| author_sort | Wang, Lei |
| building | SU Institutional Repository |
| collection | Online Access |
| description | Despite most previous studies investigated the relationship between consumers’ attitude and behavior gap by adopting the theory of planned behavior (TPB). However, patronizing green hotels is still considered to be one of the most persistent challenges in behavioral transformation agenda. This paper aims to contribute to the TPB by investigating the role of personal norm (PN) in explaining consumers’ intention to patronize green hotels. This study also argues that consumers’ social norms (SN) can influence their attitudes, perceived behavioral control (PBC) and PN toward intention, and attitude can influence their PBC. A total of 399 valid questionnaires were collected to empirically test the generated hypotheses using SPSS and AMOS. The findings indicated that SN positively influenced PN, attitude, PBC and intention, respectively. PN, attitude, and PBC were shown to positively influence intention. Furthermore, PN shown a mediating effect on the relationship between SN and intention, attitude displayed a mediating effect on the relationship between SN and intention, and PBC mediated the relationship between attitude and intention. This study expanded the TPB which incorporated PN as an antecedent to provide a better understanding on consumers’ intention to patronize green hotels. The theoretical contributions, practical implications and limitation are discussed accordingly. |
| first_indexed | 2025-11-14T21:19:27Z |
| format | Article |
| id | sunway-2077 |
| institution | Sunway University |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:19:27Z |
| publishDate | 2022 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-20772022-05-24T00:14:17Z http://eprints.sunway.edu.my/2077/ The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior Wang, Lei Zhang, Qi Ding, Yan-Yun Wong, Philip Pong Weng* G 154.9 Tourism Despite most previous studies investigated the relationship between consumers’ attitude and behavior gap by adopting the theory of planned behavior (TPB). However, patronizing green hotels is still considered to be one of the most persistent challenges in behavioral transformation agenda. This paper aims to contribute to the TPB by investigating the role of personal norm (PN) in explaining consumers’ intention to patronize green hotels. This study also argues that consumers’ social norms (SN) can influence their attitudes, perceived behavioral control (PBC) and PN toward intention, and attitude can influence their PBC. A total of 399 valid questionnaires were collected to empirically test the generated hypotheses using SPSS and AMOS. The findings indicated that SN positively influenced PN, attitude, PBC and intention, respectively. PN, attitude, and PBC were shown to positively influence intention. Furthermore, PN shown a mediating effect on the relationship between SN and intention, attitude displayed a mediating effect on the relationship between SN and intention, and PBC mediated the relationship between attitude and intention. This study expanded the TPB which incorporated PN as an antecedent to provide a better understanding on consumers’ intention to patronize green hotels. The theoretical contributions, practical implications and limitation are discussed accordingly. Routledge 2022 Article PeerReviewed Wang, Lei and Zhang, Qi and Ding, Yan-Yun and Wong, Philip Pong Weng* (2022) The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior. Journal of China Tourism Research. ISSN 1938-8160 https://doi.org/10.1080/19388160.2022.2070567 doi:10.1080/19388160.2022.2070567 |
| spellingShingle | G 154.9 Tourism Wang, Lei Zhang, Qi Ding, Yan-Yun Wong, Philip Pong Weng* The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior |
| title | The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior |
| title_full | The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior |
| title_fullStr | The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior |
| title_full_unstemmed | The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior |
| title_short | The effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior |
| title_sort | effect of social and personal norm on intention to patronize green hotels: extension of theory of planned behavior |
| topic | G 154.9 Tourism |
| url | http://eprints.sunway.edu.my/2077/ http://eprints.sunway.edu.my/2077/ http://eprints.sunway.edu.my/2077/ |