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Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms

Author

Listed:
  • Chung-Te Ting

    (Department of Tourism, Food and Beverage Management, Chang Jung Christian University, Tainan 71101, Taiwan)

  • Chi-Ming Hsieh

    (International Bachelor Program of Agribusiness, National Chung Hsing University, Taichung 40227, Taiwan)

  • Hsiao-Ping Chang

    (Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung 40201, Taiwan
    Department of Medical Management, Chung Shan Medical University Hospital, Taichung 40201, Taiwan)

  • Han-Shen Chen

    (Department of Medical Management, Chung Shan Medical University Hospital, Taichung 40201, Taiwan
    Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung 40201, Taiwan)

Abstract

Consumer awareness of environmental protection and energy conservation concepts has prompted businesses in the hotel industry to adopt green operations. Most studies of the hotel industry have discussed the behavioral intentions (BIs) of consumers based on the theory of planned behavior (TPB), but they have not considered emotional and motivational factors. The present study incorporated two incentive mechanisms and the anticipated positive and negative emotions of consumers into the TPB to explore the relationship between BIs and green hotel development. Structural equation modeling was applied to test the research hypotheses. The results indicate that (1) a positive correlation exists between environmental attitude, subjective norms, perceived behavioral control (PBC), positive anticipated emotion, and desire intention (DI), and a negative correlation exists between negative anticipated emotions and DI; (2) a positive correlation exists between PBC, DI, and BI; and (3) an incentive mechanism has a moderating effect on the relationship between DI and BI.

Suggested Citation

  • Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:819-:d:203528
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    References listed on IDEAS

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