IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i5p4680-d1089125.html

A Study of the Integrated Model with Norm Activation Model and Theory of Planned Behavior: Applying the Green Hotel’s Corporate Social Responsibilities

Author

Listed:
  • YoungHyun Kim

    (Department of Hotel Management, Honam University, Gwangju 62399, Republic of Korea)

Abstract

This study investigated the structural relationship between the green behavior of green hotel users by integrating and applying green corporate social responsibility (GCSR), the norm activation model (NAM), and theory of planned behavior (TPB). The survey targets were customers who have visited green hotels at least 1–2 times in the past two years and completed an online (mobile) self-written Google survey. In addition, to increase the validity of the research hypothesis of this study, the definition of green hotel CSR was simply explained for understanding before the survey began. Four hundred and fifty surveys were distributed for a month from 15 October 2022, and 386 samples were used for final analysis, excluding non-response, and SPSS and Amos programs were used for the analysis. The analysis results of the research hypothesis are as follows. In the process of GCSR on the green behavior of hotel users, the relationships between awareness of consequence (AC), ascription of responsibility (AR), and personal norm (PN) of NAM were all found to have a significant effect. Therefore, H1a–d are supported. Additionally, in the context of another theory, TPB, in the process of GCSR on the green behavior of hotel users, the study verified the relationship between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) of TPB. However, GCSR has no significant effect on PBC, so H2c was rejected, and PBC has no significant effect on green behavioral intention (GBI), so H4c was rejected. Finally, subjective norm (SN) as a variable of TPB was found to have a significant positive effect on PN as a variable of NAM. Thus, H3 was supported. This study intends to present useful basic evidence by providing academic and practical implications for establishing the management strategy of hotel companies.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:4680-:d:1089125
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/5/4680/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/5/4680/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cristel Antonia Russell & Dale W. Russell & Heather Honea, 2016. "Corporate Social Responsibility Failures: How do Consumers Respond to Corporate Violations of Implied Social Contracts?," Journal of Business Ethics, Springer, vol. 136(4), pages 759-773, July.
    2. Lingyun Chen, 2013. "A Study of Green Purchase Intention Comparing with Collectivistic (Chinese) and Individualistic (American) Consumers in Shanghai, China," Information Management and Business Review, AMH International, vol. 5(7), pages 342-346.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Kotler, Philip, 1994. "Reconceptualizing marketing: An interview with Philip Kotler," European Management Journal, Elsevier, vol. 12(4), pages 353-361, December.
    5. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    6. 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.
    7. Sunmi Yun & Taeuk Kim, 2022. "Can Nature-Based Solutions (NBSs) for Stress Recovery in Green Hotels Affect Re-Patronage Intention?," Sustainability, MDPI, vol. 14(6), pages 1-15, March.
    8. Zhang, Yixiang & Wang, Zhaohua & Zhou, Guanghui, 2013. "Antecedents of employee electricity saving behavior in organizations: An empirical study based on norm activation model," Energy Policy, Elsevier, vol. 62(C), pages 1120-1127.
    9. Taeuk Kim & Sunmi Yun, 2022. "Research Framework Built Natural-Based Solutions (NBSs) as Green Hotels," Sustainability, MDPI, vol. 14(7), pages 1-18, April.
    10. Taeuk Kim & Jungwoo Ha, 2022. "An Investigation of Customer Psychological Perceptions of Green Consciousness in a Green Hotel Context: Applying a Extended Theory of Planned Behavior," IJERPH, MDPI, vol. 19(11), pages 1-16, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shih-Wei Wu & Pei-Yun Chiang, 2023. "Exploring the Mediating Effects of the Theory of Planned Behavior on the Relationships between Environmental Awareness, Green Advocacy, and Green Self-Efficacy on the Green Word-of-Mouth Intention," Sustainability, MDPI, vol. 15(16), pages 1-27, August.
    2. Vivek Thakur & Shampy Kamboj & Mohd Adil, 2025. "Understanding the Predictors of Sustainable Food Consumption Behavior: A Pathway to Achieving Sustainable Development Goals," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(6), pages 8041-8056, December.
    3. Viktorija Grigaliūnaitė & Aušra Pažėraitė & Mantautas Račkauskas, 2023. "Save Myself or Others? The Influence of Attitude toward FMCG Products from Recycled Material on the Intention to Buy Them: Hidden Motives and the Role of Income," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    4. Yerlan Issakov & Boriša Lečić & Ana Spasojević & Snežana Knežević & Marija Mandarić & Katarina Stojanović & Tamara Gajić & Dragan Vukolić, 2025. "Security and Sustainability of Tourist Destinations Through Digital Technologies: A Comparative Analysis of Almaty and Belgrade," Sustainability, MDPI, vol. 17(20), pages 1-26, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Heesup Han & Myong Jae Lee & Wansoo Kim, 2018. "Antecedents of Green Loyalty in the Cruise Industry: Sustainable Development and Environmental Management," Business Strategy and the Environment, Wiley Blackwell, vol. 27(3), pages 323-335, March.
    3. Han, Heesup & Hyun, Sunghyup Sean, 2018. "What influences water conservation and towel reuse practices of hotel guests?," Tourism Management, Elsevier, vol. 64(C), pages 87-97.
    4. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    5. Yanqing Song & Han Bao & Shan Shen, 2022. "Understanding the Influence of Initial Values of College Students in Shaping Pro-Environmental Behavioral Intention," IJERPH, MDPI, vol. 19(15), pages 1-14, August.
    6. José Alberto Martínez-González & Eduardo Parra-López & Almudena Barrientos-Báez, 2021. "Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model," Sustainability, MDPI, vol. 13(1), pages 1-21, January.
    7. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    8. Lucia Reisch & Clive L Spash & Sabine Bietz, 2008. "Sustainable Consumption and Mass Communication: A German Experiment," Socio-Economics and the Environment in Discussion (SEED) Working Paper Series 2008-12, CSIRO Sustainable Ecosystems.
    9. Lei Wang & Qi Zhang & Zi-Xu Wang, 2026. "Collectivism or individualism: the challenge to predict green hotel selection in a developing country," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 13(1), pages 1-17, December.
    10. Olawole Fawehinmi & M. Y. Yusliza & Wan Zulkifli Wan Kasim & Zaleha Mohamad & Muhammad Abi Sofian Abdul Halim, 2020. "Exploring the Interplay of Green Human Resource Management, Employee Green Behavior, and Personal Moral Norms," SAGE Open, , vol. 10(4), pages 21582440209, December.
    11. Leslier Valenzuela-Fernández & Manuel Escobar-Farfán & Mauricio Guerra-Velásquez & Elizabeth Emperatriz García-Salirrosas, 2023. "COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries," IJERPH, MDPI, vol. 20(4), pages 1-21, February.
    12. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.
    13. Felix Ostertag, 2023. "Integrating OCBE Literature and Norm Activation Theory: A Moderated Mediation on Proenvironmental Behavior of Employees," Sustainability, MDPI, vol. 15(9), pages 1-27, May.
    14. Singh, Rajesh Kumar & Goel, Pooja & Garg, Aashish & Struweg, Ilse, 2025. "Exploring participation intentions in metaverse-based retail stores: Implications for commute reduction," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    15. Qing Zhang & Arporn Popa & Huazhen Sun & Weifeng Guo & Fang Meng, 2022. "Tourists’ Intention of Undertaking Environmentally Responsible Behavior in National Forest Trails: A Comparative Study," Sustainability, MDPI, vol. 14(9), pages 1-16, May.
    16. 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).
    17. Saha, Sajeeb & Ranjan, Kumar Rakesh & Pappu, Ravi & Akhlaghpour, Saeed, 2023. "Corporate giving and its impact on consumer evaluations: A meta-analysis," Journal of Business Research, Elsevier, vol. 158(C).
    18. Akvile Cibinskiene & Daiva Dumciuviene & Meda Andrijauskiene, 2020. "Energy Consumption in Public Buildings: The Determinants of Occupants’ Behavior," Energies, MDPI, vol. 13(14), pages 1-23, July.
    19. Zhang, Rui & Yu, Bo & Jiang, Ce & Wang, Jiayuan & Lei, Yutian, 2025. "A study of the mechanism of interventions affecting the energy-saving behavior of employees in shared workplaces of office buildings," Energy, Elsevier, vol. 316(C).
    20. William Sun, 2020. "Toward a theory of ethical consumer intention formation: re-extending the theory of planned behavior," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 260-278, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:4680-:d:1089125. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.