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Mediating effect of reasons on the relationship between altruism and green hotel patronage intention

Author

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  • Ling Ling Tan

    (Tunku Abdul Rahman University College)

  • Norzalita Abd Aziz

    (Universiti Kebangsaan Malaysia)

  • Abdul Hafaz Ngah

    (Universiti Malaysia Terengganu)

Abstract

Green hotels help protect the environment by performing various environmentally friendly practices. This study examines the reason constructs to provide unique insights on consumers’ motivational mechanisms in green hotel patronage intention. This study aims to investigate altruism value, reasons for patronage and reasons against patronage as predictors of green hotel patronage intention. This study also examines the mediating effect of both reasons in the relationship between altruism and green hotel patronage intention. The usable data of 262 respondents were collected through the distribution of questionnaire in the Klang Valley, Malaysia. The results demonstrated that both reasons for and reasons against patronage have a significant influence on green hotel patronage intention. Reasons for patronage were also found to be a mediator between altruism and green hotel patronage intention. This study also shows that altruism value significantly predicts green hotel patronage intention and reasons for patronage. Thus, green hoteliers should target potential altruistic consumers and stimulate altruistic values of people. In addition, they should strengthen the reasons for patronage and address the reasons against patronage so that consumers see more value in patronising green hotels.

Suggested Citation

  • Ling Ling Tan & Norzalita Abd Aziz & Abdul Hafaz Ngah, 2020. "Mediating effect of reasons on the relationship between altruism and green hotel patronage intention," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(1), pages 18-30, March.
    • Handle: RePEc:pal:jmarka:v:8:y:2020:i:1:d:10.1057_s41270-020-00067-7
    DOI: 10.1057/s41270-020-00067-7
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    2. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Mashaal A. M. Saif & Nazimah Hussin & Maizaitulaidawati Md Husin & Ayed Alwadain & Ayon Chakraborty, 2022. "Determinants of the Intention to Adopt Digital-Only Banks in Malaysia: The Extension of Environmental Concern," Sustainability, MDPI, vol. 14(17), pages 1-32, September.
    4. Arun T. M. & Puneet Kaur & Stefano Bresciani & Amandeep Dhir, 2021. "What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2637-2655, July.
    5. Jing Yu, 2022. "Exploring Recreationist-Environment Fit Hospitality Experiences of Green Hotels in China," Sustainability, MDPI, vol. 14(3), pages 1-27, February.

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