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Marketing of environmentally friendly hotels in China through religious segmentation: a theory of planned behaviour approach

Marketing of environmentally friendly hotels in China through religious segmentation: a theory of... The purpose of this study is to examine the relationship between religiosity, green purchase attitude (GPA), subjective norm (SN), perceived behavioural control (PBC) and green purchase intention (GPI) towards the selection of environmentally friendly hotel. The current study argues that consumers’ incentive variable, namely, religiosity, can influence consumers’ environmentally friendly hotel selection.Design/methodology/approachThis study had successfully gathered 404 completed questionnaire sets through online surveys. All survey data were subjected to descriptive analysis and analysis of variance using SPSS. Besides that, confirmatory factor analysis and structural equation modelling were performed for the testing of hypotheses.FindingsThe results suggest that religiosity significantly and positively influences GPA, SN, PBC and GPI. Furthermore, GPA and PBC positively and significantly influence GPI. The SN also displays significant positive influence on GPA, while GPA plays a full mediation role between SN and GPI. In addition, statistically significant differences in religiosity, SN and PBC were obtained between religious affiliations of consumers towards environmentally friendly hotel selection.Originality/valueThis study extended the existing knowledge based on the selection of environmentally friendly hotels among religious consumers in the tourism literature. Besides that, these empirical findings would greatly benefit hotel managers and other key stakeholders in the tourism industry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Marketing of environmentally friendly hotels in China through religious segmentation: a theory of planned behaviour approach

Wang, Lei; Wong, Philip Pong Weng
Tourism Review , Volume 76 (5): 17 – Nov 18, 2021
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
eISSN
1660-5373
DOI
10.1108/tr-08-2019-0327
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to examine the relationship between religiosity, green purchase attitude (GPA), subjective norm (SN), perceived behavioural control (PBC) and green purchase intention (GPI) towards the selection of environmentally friendly hotel. The current study argues that consumers’ incentive variable, namely, religiosity, can influence consumers’ environmentally friendly hotel selection.Design/methodology/approachThis study had successfully gathered 404 completed questionnaire sets through online surveys. All survey data were subjected to descriptive analysis and analysis of variance using SPSS. Besides that, confirmatory factor analysis and structural equation modelling were performed for the testing of hypotheses.FindingsThe results suggest that religiosity significantly and positively influences GPA, SN, PBC and GPI. Furthermore, GPA and PBC positively and significantly influence GPI. The SN also displays significant positive influence on GPA, while GPA plays a full mediation role between SN and GPI. In addition, statistically significant differences in religiosity, SN and PBC were obtained between religious affiliations of consumers towards environmentally friendly hotel selection.Originality/valueThis study extended the existing knowledge based on the selection of environmentally friendly hotels among religious consumers in the tourism literature. Besides that, these empirical findings would greatly benefit hotel managers and other key stakeholders in the tourism industry.

Journal

Tourism Review – Emerald Publishing

Published: Nov 18, 2021

Keywords: Religiosity; Theory of reasoned action; Theory of planned behaviour; Green purchase intention; Environmentally friendly hotel selection

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