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

Heesup Han, Che Chen, Linda Heejung Lho, Hyeran Kim and Jongsik Yu
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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

Sustainability, 2020, vol. 12, issue 21, 1-14

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.

Keywords: approach behaviors for green hotels; green image congruence; environmental CSR; environmentally conscious behaviors; sense of obligation to take green actions; green consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:21:p:9144-:d:439477

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