THE EFFECT OF KEY FACTORS ON GREEN CONSUMPTION INTENTION IN THE GREEN HOTEL INDUSTRY

Chin-Hung Liu, Cheng-Yih Hong and Jian-Fa Li

Global Journal of Business Research, 2016, vol. 10, issue 2, 89-101

Abstract: Band image is established to create an environment for customers living in green hotels. Customers can participate in environmental protection measures away from home. The goal is to help consumers generate a positive green perceived value, green trust, and green consumption attitude toward green hotels, thereby improving green consumption intention. The present study explores relationships between brand image, green perceived value, green trust, green consumption attitude, and green consumption intention for the green hotel industry. We find significantly positive correlations and impacts among brand image, green perceived value, green trust and green consumption attitude, and green consumption intention. These findings provide perspectives and insights into the impact on green consumption intention. The environmentally friendly hotel industry might use this information to implement environmental protection measures and make strategic suggestions to promote public green consumption

Keywords: Brand Image; Green Perceived Value; Green Trust; Green Consumption Attitude; Green Consumption Intention (search for similar items in EconPapers)
JEL-codes: Z31 Z32 Z39 (search for similar items in EconPapers)
Date: 2016
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