IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-58437-4_17.html
   My bibliography  Save this book chapter

Investigating Greek Consumers’ Intentions Toward Green Hotels: An Application of an Extended “Values Beliefs Norms” Model

In: Economic Growth, Prosperity and Sustainability in the Economies of the Balkans and Eastern European Countries

Author

Listed:
  • Maria Salamoura

    (University of the Aegean)

  • Ioulia Partsali

    (International Hellenic University)

  • Anna Kyriakaki

    (University of the Aegean)

Abstract

The current study investigates consumers’ intentions to visit green hotels, as well as the factors that may affect them. Specifically, a search of secondary and primary data is carried out. The review of the related literature highlights two basic theoretical models that have been adopted in the investigation of consumer behavior, regarding the choice of green hotels: the Theory of Planned Behavior (TPB) and the Values Beliefs Norms (VBN) Theory. Taking into account that there is a gap in our country's research in the field of consumer behavior regarding the choice of green hotels, in this primary research, an attempt is made to fill this gap by adopting the VBN Theory. The factors influencing consumers’ intentions are biospheric values, the awareness of the consequences that human actions have on the environment, the ascription of responsibility for these actions, and the personal norms that each consumer has. In addition to this theoretical model, three factors have been added: green trust, which is shown by consumers in the hotel commitments to the environmental practices they follow, environmental friendly activities they apply in their daily lives, and the willingness to pay a premium price to visit green hotels. For this purpose, a sample of 201 respondents was used, through a structured online questionnaire. The results of the data analysis showed that the inhabitants of Thessaloniki Regional Unit have high biospheric values and a strong awareness of the consequences of their actions in the destruction of the environment. However, they show medium results in taking personal responsibility for the protection of the environment and the formulation of personal norms of moral obligation to contribute to its protection. Inductive analysis proved statistically significant correlations and regression equations between all pairs of variables in the theoretical model chain. The additional variables also seem to affect, to some extent, the intentions of staying in green hotels.

Suggested Citation

  • Maria Salamoura & Ioulia Partsali & Anna Kyriakaki, 2024. "Investigating Greek Consumers’ Intentions Toward Green Hotels: An Application of an Extended “Values Beliefs Norms” Model," Springer Proceedings in Business and Economics, in: Maria Mavri & Patricia Ikouta Mazza & Anastasios Karasavvoglou & Persefoni Polychronidou (ed.), Economic Growth, Prosperity and Sustainability in the Economies of the Balkans and Eastern European Countries, pages 313-333, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-58437-4_17
    DOI: 10.1007/978-3-031-58437-4_17
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:spr:prbchp:978-3-031-58437-4_17. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.