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Title:	Consumers intention to patronise green hotels an examination of behavioural reasoning theory
Authors:	Tan Ling Ling (ZP03528)
Supervisor:	Norzalita Abd Aziz, Assoc. Prof. Dr.
Keywords:	Hotel industry Hotel -- Green practices Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia
Issue Date:	8-Sep-2021
Description:	The hospitality industry is one of the industries that consume a huge amount of natural resources. An increasing number of hotels are proactively changing their operations to include more environmentally friendly practices. Despite doing so, the overconsumption of natural resources in the hotel industry remains unresolved. To address this issue, hotel guests also need to play their part by changing their inefficient consumption patterns during their hotel stay and support green practices of the hotel. The green hotel patronage intention of consumers remains inconclusive. There are consumers who are willing to patronise a green hotel, but some will not do so because they are reluctant to pay for the inconvenient green practices. Further, there are hoteliers who are also not convinced that their investments in green will be valued by consumers. As such, green hoteliers need to understand consumers' i tention to patronise green hotels. The purpose of this is to examine consumers' green hotel patronage intention using the Behavioural Reasoning Theory. A conceptual framework was developed to investigate the influence of Altruism, Reasons for/against Patronage, Global Motives (Attitude, Subjective Norm and Perceived Control) and moderating variables Perceived Greenwash Fear and Environmental Knowledge on Green Hotel Patronage Intention. This study used a combination of quota sampling and purposive sampling method to collect data. A usable data of 262 respondents were collected through the physical distribution of survey questionnaire and the conceptual model was tested using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. Altruism, Attitude and Subjective Norm positively predicted Green Hotel Patronage Intention while Reasons against Patronage negatively predicted Green Hotel Patronage Intention. Attitude mediated the relationship between Reasons for/against Patronage and Green Hotel Patronage Intention. However, the moderating effects of Perceived Greenwash Fear and Environmental Knowledge were not significant. Green hoteliers should stimulate altruistic values of people by featuring positive changes resulting from their green efforts, communicate their hotel's commitment towards green practices and improve the credibility of green initiatives. Green hoteliers also need to promote a favourable attitude towards green hotels, encourage the spread of positive word-of-mouth and enhance the perceived value of green hotels. Policymakers can help cultivate altruism in consumers as this value is positively related to green hotel patronage intention. They should also instil the green concept in consumers by starting environmental education young as well as build trust and confidence in consumers. In addition, green incentives should be continuously promoted to green hoteliers.,Ph.D
Pages:	289
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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