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Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model

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  • Hongru Yan

    (School of Management, Northwestern Polytechnical University, Xi’an 710072, China)

  • Huaqi Chai

    (School of Management, Northwestern Polytechnical University, Xi’an 710072, China)

Abstract

Although the occupancy rate of green hotels is a hot topic in the sustainable tourism economy, few empirical studies have used the expanded norm activation model to explore what drives consumers’ intentions to stay at green hotels. This study took environmental concern and perceived consumer effectiveness as antecedents, and perceived price, policy, and publicity as moderator variables to broaden the norm activation mode to explore consumers’ willingness to stay at green hotels. The hypothesis was tested in a survey that comprised a sample size of 435 participants in China. The outcomes exhibited environmental concern, and perceived consumer effectiveness as having a significant positive influence on personal norm and behavioral intention. Perceived price, as the external cost, negatively moderated the relationship between personal norm and consumers’ behavioral intentions. Policy and publicity had a positive moderating impact on the link between personal norms and consumers’ behavioral intentions.

Suggested Citation

  • Hongru Yan & Huaqi Chai, 2021. "Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2165-:d:501096
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    Cited by:

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    2. Jingjing Wang & Mingyue Li & Sinan Li & Kai Chen, 2022. "Understanding Consumers’ Food Waste Reduction Behavior—A Study Based on Extended Norm Activation Theory," IJERPH, MDPI, vol. 19(7), pages 1-15, April.
    3. Kumar, Vikas & Kaur, Amanpreet & Cao, Dongmei & Sindhwani, Rahul & Mathiyazhagan, K. & Lin, Boqiang, 2025. "Exploring sustainable energy consumption practices: An extended environmental value-belief-norm framework using SEM analysis," Energy Economics, Elsevier, vol. 145(C).
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    5. Dimitris Damigos, 2023. "How Much Are Consumers Willing to Pay for a Greener Hotel Industry? A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-19, May.
    6. Duoxun Ba & Jing Zhang & Suocheng Dong & Bing Xia & Lin Mu, 2022. "Spatial-Temporal Characteristics and Driving Factors of the Eco-Efficiency of Tourist Hotels in China," IJERPH, MDPI, vol. 19(18), pages 1-24, September.
    7. Wibke Heidig & Thomas Dobbelstein & Roger B. Mason, 2025. "Beyond the Bin: The Influence of Motivation, Opportunity, and Ability on Food Waste Behavior in Households," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(2), pages 3151-3169, April.
    8. YoungHyun Kim, 2023. "A Study of the Integrated Model with Norm Activation Model and Theory of Planned Behavior: Applying the Green Hotel’s Corporate Social Responsibilities," Sustainability, MDPI, vol. 15(5), pages 1-16, March.

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