The Determinants of Green Purchasing in the Hospitality Sector: A Study on the Mediation Effect of LOHAS Orientation

Edin Güçlü Sözer, Mustafa Emre Civelek, Adnan Veysel Ertemel () and Mustafa Çağrı Pehlivanoğlu
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Edin Güçlü Sözer: Faculty of Business and Administrative Sciences, Istanbul Okan University, Istanbul 34959, Turkey
Mustafa Emre Civelek: Faculty of Economics, Administrative and Social Sciences, Antalya Bilim University, Antalya 07190, Turkey
Adnan Veysel Ertemel: Faculty of Business Administration, Istanbul Technical University, Istanbul 34485, Turkey
Mustafa Çağrı Pehlivanoğlu: Faculty of Economics, Administrative and Social Sciences, Istanbul Kent University, Istanbul 34433, Turkey

Sustainability, 2024, vol. 16, issue 23, 1-26

Abstract: The objective of this study was to identify the determinants of personal norm and to measure the effect of personal norm on green purchasing behavior as well as a possible mediating role of consumer LOHAS orientation in the effect of personal norm on green purchasing behavior in the hospitality context. A field study was designed to measure the hypothesized effects, and 418 consumers who regularly purchase summer holidays in hotels were included in the survey. Structural Equation Modeling (SEM) was employed in order to test the proposed hypotheses. The results confirm that social norm, the ascription of responsibility, and the attitude towards green purchasing behavior are the determinants of personal norm. Personal norm is found to affect both the green purchasing behavior and the LOHAS orientation of consumers. The results of the study also confirmed that LOHAS orientation does not mediate the effect of personal norm on green purchasing behavior due to the dominance of personal norm’s effect on LOHAS orientation. Academic as well as managerial implications are provided in the Discussion. The Conclusion provides the most important academic and practical contributions of the study, limitations related to the generalizability of the findings, and recommendations for future studies.

Keywords: green purchasing behavior; LOHAS; green hotel; personal norm (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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