Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model
Abstract
:1. Introduction
2. Literature Review
2.1. Environmental Hotel Practices
2.2. Normative Activation Model (NAM)
3. Investigation Model and Assumptions
3.1. The NAM Original Model
3.2. Perceived Consumer Effectiveness
3.3. Environmental Concern
3.4. The Moderating Effect of Perceived Price
3.5. The Moderating Effect of Policy and Publicity
4. Research Design
4.1. Questionnaire Design
4.2. Samples and Procedures
4.3. The Variance of Common Methods
5. Data Analysis and Results
5.1. Measurement Model Testing
5.2. Result of Structural Model
5.3. Mediation Impact Testing
5.4. Adjustment Effect Testing
6. Discussion and Implication
6.1. Discussion
6.2. Research Implications
6.3. Restriction and Future Study
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Construct and Its Measurement Indicators
Construct | Source | |
Awareness of consequences | ||
AC1 | Hotels cause pollution, climate change, and depletion of natural resources | Bamberg and Schmidt (2003) |
AC2 | The hotel will have an environmental impact on the surrounding area and the broader environment | |
AC3 | Hotels can lead to environmental degradation such as waste, energy/water overuse in guest rooms, restaurants, and other facilities | |
AC4 | Environmentally responsible hotels implement energy/water conservation, waste reduction, and environmental activities to minimize environmental degradation | |
Ascribed sense of responsibility | ||
AR1 | I believe that every hotel guest is partly responsible for the environmental issues resulting from the hotel sector | Onwezen et al. (2013) |
AR2 | I feel that the hotel industry is responsible for the deterioration of the hotel environment | |
AR3 | Every hotel guest must be responsible for the environmental issues resulting from the hotel | |
Personal norm | ||
PN1 | Living in a green hotel and employing green products/services will make me a better person | Beck and Ajzen (1991) |
PN2 | Unlike traditional hotels, living in a green hotel makes me feel like a moral person | |
PN3 | If I don’t stay at the green hotel, I feel guilty | |
Perceived consumereffectiveness | ||
PCE1 | Staying at a green hotel, everyone’s behavior will positively affect society | Kim and Choi |
PCE2 | I think staying in a green hotel can help save energy | (2005) |
PCE3 | I think staying in a green hotel helps protect the environment | |
PCE4 | I can’t do anything about protecting environment | |
Environmentalconcern | ||
EC1 | I greatly focus on environmental issues | Smith and |
EC2 | I have a sense of mission to conserve energy and protect environment | McSweeney (2007) |
EC3 | I think choosing to stay at green hotel can reduce environment pollution | |
Perceived price | ||
PC1 | The price of a green hotel is expensive | Petrick (2002) |
PC2 | The price of a green hotel is higher than a non-green hotel | |
PC3 | The price of a green hotel is higher than I expected | |
Policy and publicity | ||
PTP1 | I’ve heard about the subsidy policy about staying at the green hotel | Smith and |
PTP2 | Energy conservation and environmental protection work in our district has been greatly promoted | McSweeney (2007) |
PTP3 | Policy advocacy of energy conservation and environmental protection behavior will motivate me to choose a green hotel | |
Intention to stay at a green hotel | ||
IS1 | I’d like to stay at a green hotel when I travel | Chen and Tung (2014) |
IS2 | I plan to stay at a green hotel when I travel | |
IS3 | I try to stay at a green hotel when I travel |
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Demographic Variables | Categories | Frequency | Percentage (%) |
---|---|---|---|
Gender | Male | 224 | 51.5 |
Female | 211 | 48.5 | |
≤20 | 20 | 4.6 | |
21–25 | 87 | 20.0 | |
Age | 26–35 | 164 | 37.7 |
36–45 | 92 | 21.1 | |
46–55 | 48 | 11.0 | |
≥56 | 24 | 5.5 | |
Education | Junior high school and below | 28 | 6.4 |
Senior high school | 88 | 20.2 | |
bachelor’s degree | 263 | 60.5 | |
master’s degree and above | 56 | 12.9 | |
Total monthly income (RMB) | ≤3000 | 68 | 15.6 |
3000–5000 | 72 | 16.6 | |
5000–8000 | 156 | 35.9 | |
8000–10,000 | 119 | 27.4 | |
≥10,000 | 20 | 4.6 |
Constructs | Items | Factor Loading | CR | AVE | Cronbach α |
---|---|---|---|---|---|
AC | AC1 | 0.727 | 0.885 | 0.658 | 0.883 |
AC2 | 0.846 | ||||
AC3 | 0.839 | ||||
AC4 | 0.827 | ||||
AR | AR1 | 0.938 | 0.934 | 0.824 | 0.932 |
AR2 | 0.865 | ||||
AR3 | 0.919 | ||||
PCE | PCE1 | 0.862 | 0.902 | 0.697 | 0.901 |
PCE2 | 0.843 | ||||
PCE3 | 0.832 | ||||
PCE4 | 0.802 | ||||
EC | EC1 | 0.905 | 0.894 | 0.739 | 0.893 |
EC2 | 0.865 | ||||
EC3 | 0.805 | ||||
PN | PN1 | 0.862 | 0.893 | 0.736 | 0.892 |
PN2 | 0.825 | ||||
PN3 | 0.885 | ||||
PP | PP1 | 0.864 | 0.891 | 0.732 | 0.889 |
PP2 | 0.899 | ||||
PP3 | 0.802 | ||||
PTP | PTP1 | 0.861 | 0.923 | 0.799 | 0.921 |
PTP2 | 0.926 | ||||
PTP3 | 0.894 | ||||
IS | IS1 | 0.852 | 0.895 | 0.739 | 0.895 |
IS2 | 0.846 | ||||
IS3 | 0.879 |
Constructs | M | SD | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 |
---|---|---|---|---|---|---|---|---|---|---|
1. Awareness of Consequences | 3.553 | 1.045 | 0.811 | |||||||
2. Ascribed of Responsibility | 3.330 | 1.194 | 0.434 | 0.908 | ||||||
3. Perceived Consumer Effectiveness | 3.272 | 1.183 | 0.468 | 0.575 | 0.835 | |||||
4. Environmental Concern | 3.633 | 1.061 | 0.437 | 0.161 | 0.355 | 0.860 | ||||
5. Personal Norm | 3.276 | 1.128 | 0.544 | 0.455 | 0.561 | 0.442 | 0.857 | |||
6. Perceived Price | 3.579 | 1.140 | 0.344 | 0.240 | 0.364 | 0.378 | 0.475 | 0.856 | ||
7. Policy and Publicity | 3.476 | 1.251 | 0.347 | 0.315 | 0.335 | 0.371 | 0.537 | 0.323 | 0.894 | |
8. Stay at a Green Hotel | 3.320 | 1.222 | 0.355 | 0.453 | 0.590 | 0.500 | 0.711 | 0.655 | 0.597 | 0.860 |
Assumption Path | Standardized | Unstandardized | S.E. | C.R. | p | ||
---|---|---|---|---|---|---|---|
H1a:AC | → | PN | 0.156 | 0.169 | 0.058 | 2.92 | ** |
H1b:AR | → | PN | 0.218 | 0.197 | 0.048 | 4.078 | *** |
H1c:PN | → | IS | 0.489 | 0.507 | 0.056 | 9.043 | *** |
H2a:PCE | → | PN | 0.284 | 0.264 | 0.057 | 4.652 | *** |
H2b:PCE | → | IS | 0.264 | 0.255 | 0.047 | 5.402 | *** |
H3a:EC | → | PN | 0.232 | 0.268 | 0.059 | 4.51 | *** |
H3b:EC | → | IS | 0.187 | 0.224 | 0.053 | 4.261 | *** |
Path | Estimate | Lower | Upper | p | |
---|---|---|---|---|---|
PCE→IS | Total effect | 0.403 | 0.274 | 0.533 | 0.000 |
EC→IS | Total effect | 0.301 | 0.197 | 0.41 | 0.000 |
PCE→IS | Direct effect | 0.264 | 0.143 | 0.393 | 0.000 |
EC→IS | Direct effect | 0.187 | 0.089 | 0.292 | 0.001 |
PCE→PN→IS | Indirect effect | 0.139 | 0.075 | 0.219 | 0.000 |
EC→PN→IS | Indirect effect | 0.113 | 0.060 | 0.181 | 0.001 |
Variables | IS | ||||
---|---|---|---|---|---|
Model 1 | Model 2 | Model 3 | Model 4 | Model 5 | |
Gender | 0.081 | 0.011 | 0.031 | 0.029 | 0.028 |
Age | 0.039 | 0.019 | 0.015 | 0.031 | 0.033 |
Education | −0.095 | −0.010 | −0.009 | 0.002 | 0.001 |
Income | −0.011 | 0.038 | 0.029 | 0.021 | 0.021 |
PN | 0.481 ** | 0.438 ** | 0.491 ** | 0.517 ** | |
PP | 0.368 ** | 0.310 ** | |||
PTP | 0.297 ** | 0.311 ** | |||
PP*PN | −0.226 ** | ||||
PTP*PN | 0.121 ** | ||||
R2 | 0.007 | 0.519 | 0.563 | 0.476 | 0.489 |
Adj-R2 | −0.002 | 0.513 | 0.556 | 0.468 | 0.481 |
ΔF | 0.781 | 227.938 *** | 42.587 *** | 191.188 *** | 11.195 *** |
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Yan, H.; Chai, H. Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model. Sustainability 2021, 13, 2165. https://doi.org/10.3390/su13042165
Yan H, Chai H. Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model. Sustainability. 2021; 13(4):2165. https://doi.org/10.3390/su13042165
Chicago/Turabian StyleYan, Hongru, and Huaqi Chai. 2021. "Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model" Sustainability 13, no. 4: 2165. https://doi.org/10.3390/su13042165