Mediating effect of reasons on the relationship between altruism and green hotel patronage intention

Ling Ling Tan (), Norzalita Abd Aziz () and Abdul Hafaz Ngah ()
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Ling Ling Tan: Tunku Abdul Rahman University College
Norzalita Abd Aziz: Universiti Kebangsaan Malaysia
Abdul Hafaz Ngah: Universiti Malaysia Terengganu

Journal of Marketing Analytics, 2020, vol. 8, issue 1, No 3, 18-30

Abstract: Abstract Green hotels help protect the environment by performing various environmentally friendly practices. This study examines the reason constructs to provide unique insights on consumers’ motivational mechanisms in green hotel patronage intention. This study aims to investigate altruism value, reasons for patronage and reasons against patronage as predictors of green hotel patronage intention. This study also examines the mediating effect of both reasons in the relationship between altruism and green hotel patronage intention. The usable data of 262 respondents were collected through the distribution of questionnaire in the Klang Valley, Malaysia. The results demonstrated that both reasons for and reasons against patronage have a significant influence on green hotel patronage intention. Reasons for patronage were also found to be a mediator between altruism and green hotel patronage intention. This study also shows that altruism value significantly predicts green hotel patronage intention and reasons for patronage. Thus, green hoteliers should target potential altruistic consumers and stimulate altruistic values of people. In addition, they should strengthen the reasons for patronage and address the reasons against patronage so that consumers see more value in patronising green hotels.

Keywords: Green hotel patronage intention; Reasons for patronage; Reasons against patronage; Altruism (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (9)

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DOI: 10.1057/s41270-020-00067-7

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