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Green Hotels: Exploring the Drivers of Customer Approach Behaviors for Green Consumption

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  • Heesup Han

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143–747, Korea)

  • Che Chen

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143–747, Korea)

  • Linda Heejung Lho

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143–747, Korea)

  • Hyeran Kim

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143–747, Korea)

  • Jongsik Yu

    (College of Business Division of Tourism and Hotel Management, Cheongju University, 298 Daesung-ro, Cheongwon-gu, Cheongju-si 28503, Chungcheongbuk-do, Korea)

Abstract

This research developed an integrated theoretical framework encompassing green image congruence, care for the environmental consequences, eco-conscious behaviors, sense of moral obligation, and perceived environmental corporate social responsibility (CSR) in order to explain customer approach behaviors for green hotels. Previous researches discussed about environmental behavior and consumer behavior. However, customer environmentally responsible approach decision formation and consumption activities are an insufficiently explored topic. This study implemented quantitative research methodological. The findings of this study showed the correlation of research constructs are significant and such relationships contribute to boosting of customer approach behaviors. Sense of obligation to take green actions as a mediator maximized the effect of other research variables on approach behaviors. In addition, a prominent role of the sense of moral obligation to take green actions in determining approach behaviors was uncovered. Perceived environmental CSR played a vital moderating role within the proposed conceptual framework. The outcomes of this research can help hotel operators and academics better comprehend customer pro-environmental decision-making process and behaviors.

Suggested Citation

  • Heesup Han & Che Chen & Linda Heejung Lho & Hyeran Kim & Jongsik Yu, 2020. "Green Hotels: Exploring the Drivers of Customer Approach Behaviors for Green Consumption," Sustainability, MDPI, vol. 12(21), pages 1-14, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:9144-:d:439477
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    References listed on IDEAS

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    2. 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.
    3. José Ramón Sarmiento-Guede & Arta Antonovica & Rebeca Antolín-Prieto, 2021. "The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    4. Muhammad Tanveer & Harsandaldeep Kaur & George Thomas & Haider Mahmood & Mandakini Paruthi & Zhang Yu, 2021. "Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors," Sustainability, MDPI, vol. 13(19), pages 1-18, September.
    5. Azilah Kasim & Bussalin Khuadthong & Noormala Jailani & Muhammad Fauzi Mokhtar & Jasmine Zea Raziah Radha Rashid Radha & Maebel Leong, 2022. "The Importance of Community Perspectives on Hotel Community-Related CSR: A Position Paper," Sustainability, MDPI, vol. 14(8), pages 1-17, April.

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