Uncovering the determinants of pro-environmental consumption for green hotels and green restaurants: A mixed-method approach
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 14 November 2019
Issue publication date: 22 May 2020
Abstract
Purpose
This paper aims to uncover the determining factors of customers’ pro-environmental intention for green hospitality products (green hotels and green restaurants) and explore the comparative importance among the factors. This study also investigated the difference in forming pro-environmental intention across the green hospitality product types.
Design/methodology/approach
A mixed-method approach was taken to achieve the research objectives. In a qualitative phase, the textual data collected via an open-ended question were analyzed using a unit of analysis and categorization method. In a quantitative phase, the psychometric measurement items were organized and validated through a series of tests. A structural equation modeling and structural invariance test were used to evaluate the hypothesized relationships and difference between green hotels and green restaurants.
Findings
The textual data yielded three additional factors underlying consumers’ pro-environmental consumption intention. Including five core variables derived from the extant theories in the pro-environmental behavior literature, eight variables were categorized into volitional, cognitive, emotional and moral dimensions. Among the dimensions, volitional and cognitive dimensions significantly contributed to consumer’ pro-environmental intention. The influence of pro-environmental attitude and perceived benefits on intention differed across green hotels and green restaurants.
Originality/value
This study uses a thorough mixed-method approach encompassing qualitative and quantitative processes and develops the psychometric items to explore the drivers of customers’ pro-environmental consumption intention for green hospitality products. This research is also one of the very few studies that verified the difference in customers’ pro-environmental behavior between green hotels and green restaurants.
Keywords
Acknowledgements
Funding: This work was supported by the National Research Foundation of Korea (NRF) grant funded by the Korea government (*MSIT) (No. 2018R1A5A7059549). *Ministry of Science and ICT.
Citation
Han, H., Moon, H. and Hyun, S.S. (2020), "Uncovering the determinants of pro-environmental consumption for green hotels and green restaurants: A mixed-method approach", International Journal of Contemporary Hospitality Management, Vol. 32 No. 4, pp. 1581-1603. https://doi.org/10.1108/IJCHM-04-2019-0354
Publisher
:Emerald Publishing Limited
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