Influence of Consumer Buying Orientation and Pro-environmental Values on their Willingness to Patronise Green Hotels

Christina Appiah-Nimo ()
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Christina Appiah-Nimo: Department of Management and Marketing Faculty of Management and Economics Tomas Bata University in Zlin, Czechia. Author-2-Name: Gloria K.Q. Agyapong Author-2-Workplace-Name: Department of Marketing and Supply Chain Management School of Business University of Cape Coast, Ghana Author-3-Name: Daniel Ofori Author-3-Workplace-Name: Department of Marketing and Supply Chain Management School of Business University of Cape Coast, Ghana Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: Objective - Based on the theory of planned behaviour, this study empirically investigated and significantly validated the relationship among hedonistic buying orientation, utilitarian buying orientation, pro-environmental orientation. and willingness to patronise green hotels. Methodology/Technique - This quantitative study used the survey technique in data collection among hotel customers. 208 online surveys were gathered for data analysis. Sem-pls was used to analyse the hypothesised objectives. Findings - The findings indicated that pro-environmental values, hedonistic buying orientation and utilitarian buying orientation all have a positive and significant relationship with their willingness to patronise green hotels. Novelty - The value of this study lies in the novel use of consumer buying orientation as a predictive factor of consumers' willingness to patronise green hotels, and to the best of the authors knowledge, it is among the first to empirically test such relationship. This study is useful to key stakeholders in the hospitality sector and managers of hotels to understand consumers pro-environmental patronage. Type of Paper - Empirical.

Keywords: Consumer buying orientation; willingness to patronise green hotel; pro-environmental value. (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Pages: 9
Date: 2020-12-31
New Economics Papers: this item is included in nep-dcm, nep-ene and nep-env
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Published in Journal of Management and Marketing Review, Volume 5, Issue4

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