IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr261.html
   My bibliography  Save this paper

Influence of Consumer Buying Orientation and Pro-environmental Values on their Willingness to Patronise Green Hotels

Author

Listed:
  • Christina Appiah-Nimo

    (Department of Management and Marketing Faculty of Management and Economics Tomas Bata University in Zlin, Czechia. Author-2-Name: Gloria K.Q. Agyapong Author-2-Workplace-Name: Department of Marketing and Supply Chain Management School of Business University of Cape Coast, Ghana Author-3-Name: Daniel Ofori Author-3-Workplace-Name: Department of Marketing and Supply Chain Management School of Business University of Cape Coast, Ghana Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - Based on the theory of planned behaviour, this study empirically investigated and significantly validated the relationship among hedonistic buying orientation, utilitarian buying orientation, pro-environmental orientation. and willingness to patronise green hotels. Methodology/Technique - This quantitative study used the survey technique in data collection among hotel customers. 208 online surveys were gathered for data analysis. Sem-pls was used to analyse the hypothesised objectives. Findings - The findings indicated that pro-environmental values, hedonistic buying orientation and utilitarian buying orientation all have a positive and significant relationship with their willingness to patronise green hotels. Novelty - The value of this study lies in the novel use of consumer buying orientation as a predictive factor of consumers' willingness to patronise green hotels, and to the best of the authors knowledge, it is among the first to empirically test such relationship. This study is useful to key stakeholders in the hospitality sector and managers of hotels to understand consumers pro-environmental patronage. Type of Paper - Empirical.

Suggested Citation

  • Christina Appiah-Nimo, 2020. "Influence of Consumer Buying Orientation and Pro-environmental Values on their Willingness to Patronise Green Hotels," GATR Journals jmmr261, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr261
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/JMMR/pdf_files/JMMRVol5(4)2020/7.Christina%20Appiah-Nimo.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    Full references (including those not matched with items on IDEAS)

    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. repec:dgr:rugsom:04f04 is not listed on IDEAS
    2. Činjarević Merima & Kožo Amra & Berberović Denis, 2019. "Sharing is Caring, and Millennials Do Care: Collaborative Consumption through the Eyes of Internet Generation," South East European Journal of Economics and Business, Sciendo, vol. 14(1), pages 49-60, June.
    3. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    4. Han-Shen Chen & Chia-Hsing Liang & Shu-Yi Liao & Hung-Yu Kuo, 2020. "Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services," Sustainability, MDPI, vol. 12(23), pages 1-18, December.
    5. Lombardi, Alessia & Carfora, Valentina & Cicia, Gianni & Del Giudice, Teresa & Lombardi, Pasquale & Panico, Teresa, 2017. "Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(1), pages 1-18, January.
    6. Heydari, Ali & Laroche, Michel & Paulin, Michèle & Richard, Marie-Odile, 2021. "Hofstede's individual-level indulgence dimension: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Hye Jung Jung & HaeJung Kim & Kyung Wha Oh, 2016. "Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value–Belief–Attitude Logic," Journal of Business Ethics, Springer, vol. 135(3), pages 483-502, May.
    8. Padmavathy, Chandrasekaran & Swapana, Murali & Paul, Justin, 2019. "Online second-hand shopping motivation – Conceptualization, scale development, and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 19-32.
    9. Brand, Christian & Schwanen, Tim & Anable, Jillian, 2020. "‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    10. Luis-Edwin Chimborazo-Azogue & Marta Frasquet & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    11. Ahsan Akbar & Saqib Ali & Muhammad Azeem Ahmad & Minhas Akbar & Muhammad Danish, 2019. "Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia," IJERPH, MDPI, vol. 16(20), pages 1-20, October.
    12. Luceri, Beatrice & (Tammo) Bijmolt, T.H.A. & Bellini, Silvia & Aiolfi, Simone, 2022. "What drives consumers to shop on mobile devices? Insights from a Meta-Analysis," Journal of Retailing, Elsevier, vol. 98(1), pages 178-196.
    13. Han, Liu & Wang, Shanyong & Zhao, Dingtao & Li, Jun, 2017. "The intention to adopt electric vehicles: Driven by functional and non-functional values," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 185-197.
    14. Park, Inyoung & Lee, Jieon & Lee, Daeho & Lee, Changjun & Chung, Won Young, 2022. "Changes in consumption patterns during the COVID-19 pandemic: Analyzing the revenge spending motivations of different emotional groups," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    15. Ainsworth, Jeremy & Ballantine, Paul W., 2017. "Consumers’ cognitive response to website change," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 56-66.
    16. Prashant Verma & Shruti Jain, 2015. "Skills Augmenting Online Shopping Behavior: A Study of Need for Cognition Positive Segment," Business Perspectives and Research, , vol. 3(2), pages 126-145, July.
    17. Kim, Jina & Park, Eunil, 2019. "Beyond coolness: Predicting the technology adoption of interactive wearable devices," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 114-119.
    18. Kim, Jiyeon & Forsythe, Sandra, 2008. "Adoption of Virtual Try-on technology for online apparel shopping," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 45-59.
    19. Juliana Langgat & Boumediene Ramdani & Suzana Pavic & Evren Tok, 2023. "Environmentally Sustainable Practices and Hotel Performance: Evidence from Malaysia," Sustainability, MDPI, vol. 15(6), pages 1-15, March.
    20. Héctor Hugo Pérez-Villarreal & María Pilar Martínez-Ruiz & Alicia Izquierdo-Yusta & Carmen María Gómez-Cantó, 2020. "Food Values, Benefits and Their Influence on Attitudes and Purchase Intention: Evidence Obtained at Fast-Food Hamburger Restaurants," Sustainability, MDPI, vol. 12(18), pages 1-15, September.
    21. Bee Eng Chew & Azaze-Azizi Abdul Adis, 2018. "A Study on Malaysian Consumers¡¯ Attitude and Behavioral Intention Towards Print Advertising," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 132-150, June.

    More about this item

    Keywords

    Consumer buying orientation; willingness to patronise green hotel; pro-environmental value.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:gtr:gatrjs:jmmr261. 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: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.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.