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

Chung-Te Ting, Chi-Ming Hsieh, Hsiao-Ping Chang and Han-Shen Chen
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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
Han-Shen Chen: Department of Medical Management, Chung Shan Medical University Hospital, Taichung 40201, Taiwan

Sustainability, 2019, vol. 11, issue 3, 1-16

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.

Keywords: sustainable consumption; green purchase behavior; corporate green strategies; corporate environmental responsibility; sustainable hotel practices (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (33)

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