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Norazah Mohd Suki Norbayah Mohd Suki , (2015),"Consumers environmental behaviour towards
staying at a green hotel", Management of Environmental Quality: An International Journal, Vol. 26 Iss
1 pp. 103 - 117
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Consumers environmental
behaviour towards staying
at a green hotel
Moderation of
green hotel
knowledge
103
1. Introduction
Hotels that are nature-oriented, environmentally focused and environment friendly
(i.e. eco-friendly) in use of energy, water, and materials that do not exacerbate impacts
Management of Environmental
Quality: An International Journal
Vol. 26 No. 1, 2015
pp. 103-117
Emerald Group Publishing Limited
1477-7835
DOI 10.1108/MEQ-02-2014-0023
MEQ
26,1
104
on the earth and environment (Chen and Peng, 2012; Fryxell and Lo, 2003). Examples
of green hotels in the Asian region include the Orchid Hotel, in India, Banyan Tree
Bangkok in Thailand, Sheraton Incheon Hotel in South Korea, Fairmont
Singapore in Singapore, and La Residence dAngkor Hotel in Cambodia, while Sukau
Rainforest Lodge in Sabah, Shangri-La Hotel in Kuala Lumpur, Shangri-Las Tanjung
Aru Resort and Spa in Sabah, and Shangri-Las Rasa Sayang Resort and Spa in
Penang, Malaysia (Asia Green Buildings, 2013). The above-mentioned hotels support
green and ecological practices in protecting the surroundings, and have been
awarded eco-certification standards and environmental management standards such
as ISO 14001.
Environmental management standards and certifications strengthen consumer
confidence in the hotel service delivery and contribute towards its financial and
environmental performance by reducing the environmental impact and improving
management controls (Darnall et al., 2008; King et al., 2005). Additionally, the
certifications improve regulatory compliance, increase market share, enhance potential
for premium pricing within the market segments, improve efficiencies, and reputation
(Harrington and Knight, 1999; Tibor and Feldman, 1996; Woodside, 2000).
Consumers general environmental knowledge influenced young consumer
ecological behaviour in their decision-making process, awareness and acceptance of
green products and services (Norazah, 2013). Customers with green hotel knowledge
are aware that staying in a green hotel is costly but they are willing to pay more for
environmentally friendly products and services (Han et al., 2010; Norazah, 2013). This is
due to their belief that they can contribute to saving the planet and leaving a green
environment for future generations (Lee et al., 2010; Han et al., 2011).
Preceding research by Chen and Peng (2012) was conducted on green hotel
knowledge among Chinese citizens living in Beijing, Shanghai, and Guangzhou when
visiting countries in the European Union. Insufficient research studies discuss
returning guest behaviour at green hotels that partake in environmentally friendly
activities and initiatives, particularly in the Malaysian context. Hence, the aim of this
research is to examine:
(1) the relationship between returning consumer environmental behaviour and
returning tourists propensity to stay in a green hotel; and
(2) the influence of a moderating variable (i.e. green hotel knowledge) on returning
tourists propensity to stay in a green hotel.
Empirical results derived from this study fill the gap in the existing body of literature
pertaining to returning consumer green behaviour, offer a new perspective to the
findings of previous studies, and provide the hotel industry with significant
information on the attitudes of returning consumer environmental behaviour and
tourists propensity to stay in a green hotel in the Malaysian context. Bohdanowicz
(2006) pointed out that consumer attitudes and perceptions are important as demand
for green hotel attributes are increasing. Therefore, it is essential for the hotel industry
to understand what returning guests want from a green hotel and are fully aware of
attributes that affect their attitudes and perceptions in order to encourage them to stay
at the hotel and revisit the same hotel.
The structure of this paper starts with the introduction that describes the
background of green hotels, followed by a review of literature in Section 2. The paper
then proceeds to discuss the methodology used in the study to carry out the survey,
before analysing the resultant data. The final section contains the conclusion, considers
the implications of the study and explicates directions for future research.
2. Literature review
This study is based on the theory of planned behaviour (TPB) which addresses the
relationships between attitude and behaviour (Ajzen, 1991). According to Ajzen (1991)
intention is predicted by three factors: attitude towards the behaviour, perception of
social pressure to perform the behaviour (subjective norms), and control over
performance of the behaviour (perceived behavioural control). Consumers behaviour
when staying at a green hotel differs from others in terms of their attitude, subjective
norm, perceived behaviour control, and intention.
2.1 Attitude
Attitude is related to an individuals like or dislike of performing a behaviour (Tonglet
et al., 2004), and the individuals overall evaluation of a specific behaviour (Han et al.,
2010). Customers have positive attitudes towards the protection of the environment
(Watkins, 1994). The green attitude of tourists is influenced by green practices
implemented by tourism businesses, such as practices of the lodging industry
(Manaktola and Jauhari, 2007). The consumers decision to return to a hotel is due to the
positive feeling they experience, and the instant gratification for doing something good
for the environment (Manaktola and Jauhari, 2007). Foregoing research noted that hotel
customers environmentally friendly attitudes positively affect their intention to stay at
a green hotel, spread positive word-of-mouth commendation and willingly pay more for
hotels involved in green practices (Chen and Peng, 2012; Choi et al., 2009; Han et al.,
2009, 2011; Han and Kim, 2010; Manaktola and Jauhari, 2007). Attitude towards a
hotels environmental concern influences tourists future intentions (Chen et al., 2011;
Jirawat et al., 2011). Based on the preceding literature, the following can be hypothesized:
H1. Attitude has a significant relationship with the returning tourists intention to
stay in a green hotel.
2.2 Subjective norm
Subjective norm is related to awareness of social pressure affecting an individuals
behavioural intention and attitude (Han and Kim, 2010; Kim and Han, 2010; Tonglet
et al., 2004; Ajzen, 1991). It is an individuals beliefs affected by other people such as
family members and friends who think that an individual should or should not perform
a particular behaviour (Rivis and Sheeran, 2003). Ryu and Jang (2006) found that
subjective norms are positively associated with a persons attitude to certain types of
behaviour. Empirically, there is a relationship between the subjective norms and
tourists attitudes towards a green hotel (Teng et al., 2013). Indeed, subjective norms
play an important part in an individuals decision to stay in a green hotel (Han et al.,
2010; Lien et al., 2012) and positively influence their intention to revisit a green hotel
(Chen and Peng, 2012; Han and Kim, 2010). Consequently, the study posited that:
H2. Subjective norms have a significant relationship with the returning tourists
intention to stay in a green hotel.
2.3 Perceived behavioural control
Perceived behavioural control reflects beliefs regarding the access to resources and
opportunities needed to perform behaviour that encompasses: the availability of
Moderation of
green hotel
knowledge
105
MEQ
26,1
106
resources needed to engage in the behaviour that include access to money, time, and
other resources; and the focal persons self-confidence in the ability to conduct the
behaviour (Ajzen, 1991; Taylor and Todd, 1995). Perceived behavioural control also
refers to ones own capability to control various factors affecting actual behaviour
(Han and Kim, 2010; Kim and Han, 2010; Tonglet et al., 2004). Preceding research found
that perceived behavioural control predicts ones behavioural intention (Ajzen, 1991).
Lee et al. (2010) affirms that behavioural intention is a crucial factor that explains
customer behaviours because strong intention is likely to encourage performance.
In relation to this study, guest behaviour at green hotels is determined by the
resources they are willing to spend on staying in a green hotel. Perceived behavioural
control was found to significantly influence consumers behavioural intention to stay in
a green hotel (Chen and Peng, 2012; Lien et al., 2012). Accordingly, this study
hypothesized that:
H3. Perceived behavioural control has a significant relationship with the returning
tourists intention to stay in a green hotel.
2.4 Consumer intention
Intention is related to ones relative strength of purpose in order to perform certain
behaviour (Kim and Han, 2010). Consumer behaviour refers to how individuals
make decisions to spend their available resources (time, money, and effort) on
consumption-related items (Schiffman et al., 2010), particularly how they select,
purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs
and desires (Solomon et al., 2012). In this study, intention refers to ones intention to
repeat a stay in a green hotel. This corresponds to elements such as: intentions to
spread positive or negative word-of-mouth commendation of the green hotel;
willingness or unwillingness to pay a premium price for the green hotel room; and
intention to revisit or switch to another hotel, resort or green hotel. Han et al. (2009)
highlighted staying intentions as the likelihood of the hotel consumers visiting a green
hotel, to engage in positive word-of-mouth behaviour, and be willing to pay more for
the green hotel. Indeed, Chen and Peng (2012), Han et al. (2010), and Lee et al. (2010)
reported that consumers attitude towards green behaviour was a significant
predictor of their intention to make positive recommendations and intention to revisit
a green hotel.
2.5 Green hotel knowledge
Green hotel knowledge is related to consumers information about the hotel that
supports green and ecological practices in protecting the surrounding in their business
operation (Chen and Peng, 2012; Fryxell and Lo, 2003). This knowledge has an impact
on consumers staying behaviour and intention to revisit the hotel. Returning tourists
intention to revisit a green hotel is due to the positive feeling they experienced, and the
instant gratification for doing something good for the environment (Manaktola and
Jauhari, 2007). Lee et al. (2010) and Norazah (2013) noted that a green hotels overall
image influences consumers intention to make positive recommendations and the
intention to revisit the hotel. The following hypothesis is hence developed:
H4. Green hotel knowledge moderates the relationships between returning
consumer environmental behaviour and returning tourists intention to stay
in a green hotel.
Moderation of
green hotel
knowledge
107
Attitude
H2
H3
Subjective
Norm
Perceived
Behavioural Control
Green Hotel
Knowledge
Figure 1.
Proposed theoretical
framework
MEQ
26,1
108
variable (i.e. tourists intention to stay in a green hotel), which thereafter could furnish
empirical findings in supporting the outlined research objectives.
4. Results
4.1 Socio-demographic profile of respondents
Table I depicts the respondents socio-demographic profile. Female respondents made
up 56 per cent of the sample while males made up 44 per cent. Females can be regarded
as part of a growing group of consumers in Malaysia. In terms of religion and age,
more than three-quarter of the respondents, i.e. 76 per cent are Muslim and 85 per cent
are aged less than 25 years, and about 14 per cent are aged 26-35 years. The majority of
respondents (70 per cent) specified that they had stayed at a green hotel only once a
year. This was followed by 21 per cent of them who had stayed at a green hotel two to
three times a year, while the remaining 9 per cent had stayed at a green hotel more than
four times a year. Half of the respondents (50 per cent) indicated a preference for green
hotels geared towards an eco-friendly environment as all green hotels are expected to
be eco-friendly despite the design, the ambiance, and the comfortable surroundings.
Respondents also preferred green hotels with modern design as compared to hotels
with traditional design (39 and 10 per cent, respectively). In all, 5 per cent of the
respondents spent more than Malaysian Ringgit 300 per night for a room at a green
hotel as environment was the vital reason that influenced their stay at a green hotel,
followed by factors such as price and brand.
Variables
Categories
Gender
Age (years)
Religion
Frequency of stay at green hotel per year
Frequency
Male
Female
198
252
44.0
56.0
o25
26-35
W36
Muslim
Non-Muslim
Once
2-3 times
4-5 times
W6 times
oRM200
RM200-RM250
RM251-RM300
WRM300
Modern
Eco-friendly
Traditional
Others
Brand
Price
Environment
Entertainment
381
65
4
341
109
306
96
22
26
281
126
22
21
176
224
44
6
35
169
227
19
84.7
14.4
0.9
75.8
24.2
68.0
21.3
4.9
5.8
62.4
28.0
4.9
4.7
39.1
49.8
9.8
1.3
7.8
37.6
50.4
4.2
Moderation of
green hotel
knowledge
109
Variables
Green hotel knowledge
Attitude
Subjective norm
Perceived behavioural control
Intention
No. of Items
Cronbachs
3
3
3
3
3
0.943
0.825
0.892
0.836
0.899
Items
Compared to an average person, I am familiar with hotels environmental
policies
Compared to my friends, I am familiar with hotels green programmes
Compared to people who travel a lot, I am familiar with hotels green labels
For me, staying at a green hotel when visiting other countries is good
For me, staying at a green hotel when visiting other countries is desirable
For me, staying at a green hotel when visiting other countries is positive
Most people who are important to me think I should stay at a green hotel when
touring
Most people who are important to me would want me to stay at a green hotel
when touring
People whose opinions I value would prefer that I stay at a green hotel when
touring
Whether or not I stay at a green hotel when going for tourism activities is
under my control
I am confident that if I want, I can stay at a green hotel when touring
I have resources, time, and opportunities to stay at a green hotel when touring
I am willing to stay at a green hotel when touring
I plan to stay at a green hotel when touring
I will make an effort to stay at a green hotel when touring
Labels Means
KNO1
KNO2
KNO3
ATT1
ATT2
ATT3
3.360
3.282
3.320
3.731
3.753
3.869
Table II.
Reliability analysis
SD
0.806
0.879
0.868
0.716
0.680
0.592
3.491
3.607
3.536
3.549
3.584
3.573
0.834
0.766
0.812
0.683
0.754
0.752
Table III.
Environmental
behaviour of
consumers at
green hotels
MEQ
26,1
110
(mean 3.869), besides staying at a green hotel when visiting other countries is
desirable (mean 3.753). This is trailed by the statement staying at a green hotel
when visiting other countries is good with mean 3.731. Empirical evidence has also
ascertained that returning customers are confident that they can stay at a green hotel
when touring (mean 3.607) and they plan to stay at a green hotel when going on
holiday (mean 3.584). Thus, it can be deduced that respondents exhibit positive
environmental behaviour at green hotels.
Table IV.
Correlation analysis
among variables
1.000
0.198**
0.202**
0.316**
3.784
0.572
0.046
0.198
1.000
0.027
0.133**
3.168
0.732
0.438
0.452
1.000
0.577**
3.544
0.698
0.212
0.260
1.000
3.569
0.667
0.052
0.158
Moderation of
green hotel
knowledge
111
5. Discussion
This research examined the relationship between returning consumer environmental
behaviour and returning tourists propensity to stay in a green hotel, particularly in the
Malaysian context. Next, the influence of a moderating variable (i.e. green hotel
knowledge) on returning tourists propensity to stay in a green hotel was also
examined. Empirical results of hierarchical regression analysis discovered that out of
three hypotheses investigated, two hypotheses were supported where returning
tourists intention to stay at a green hotel was effected positively by factors such as
attitude and perceived behavioural control.
Model 1
Standardized
coefficients
Sig.
0.230*
0.082**
0.051
0.482*
0.447*
5.049
1.988
1.364
2.524
10.572
0.000
0.060
0.173
0.000
0.000
Collinearity statistics
Tolerance
VIF
0.632
0.693
0.937
0.887
1.000
1.581
1.444
1.067
1.127
1.000
Table V.
Relationships with
the tourists intention
to stay at a green
hotel
MEQ
26,1
0.8
Expected Cum Prob
0.6
0.4
0.2
0.0
Figure 2.
Normal P-P plot
0.0
0.2
0.4
0.6
0.8
1.0
Scatterplot
Dependent Variable: Intention
3
Regression Standardized Residual
112
Figure 3.
Scatter plot
2
1
0
1
2
Regression Standardized Predicted Value
The empirical results found that attitude (1 0.082, t-value 1.988, p o 0.10) has
significant influence on returning tourists intention to stay at a green hotel, inferring
H1 is persistent. Returning tourists with higher knowledge intend to stay at green
hotels when they have positive attitudes towards green hotels such as the green
hotels are desirable and good for the environment. They will also make an effort to stay
at a green hotel when they are touring. This finding is comparable with that of prior
studies (Chen and Peng, 2012; Chen et al., 2011; Choi et al., 2009; Han et al., 2011; Jirawat
et al., 2011) which found that hotel customers environmental attitudes positively affect
their intention to stay at a green hotel, their intention to talk about their experience
and willingness to pay more for the hotels practicing green activities and initiatives.
Consumers concerned about the environment and its degradation show great interest
in the fortification of the environment (Juwaheer et al., 2012).
With regards to subjective norms have a significant relationship with the returning
tourists intention to stay in a green hotel, results revealed insignificant relationship
( 2 0.051, p W 0.05), implying H2 is not reinforced. The present survey findings
showed that returning tourists who do not see themselves as having sufficient green
knowledge rely minimally on the recommendations of others like friends and family
members (i.e. subjective norms) in determining their stay at green hotels. Results infer
that social pressure does not affect an individuals intention and decision to stay at a
green hotel and such pressure is perceived as an important influence on attitude and
behaviour. This is not consistent with earlier findings (Chen and Peng, 2012; Han et al.,
2010; Lien et al., 2012) which were significant at p o 0.05. At the decision point, most
people who are important to them and whose opinions they value would want them to
stay at a green hotel when touring.
Further examination of the study uncovered that perceived behavioural control is
the most influential factor that affects returning tourists intention to stay at a green
hotel with standardized coefficients of 0.482, t-value of 2.524 at p o 0.05), denoting H3
is held by the data. In a similar vein, this result aligns with Chen and Peng (2012), and
Lien et al.s (2012) findings. This study confirmed that consumers intentions are
dependent on the width of their access to resources, time, and opportunities to stay at a
green hotel. This means they control innumerable factors such as time, money, and
effort which affect their actual environmental behaviour and intention to stay in a
green hotel. Descriptive findings in Table I are the evidence of these results where
consumers are willing to spend more than Malaysian Ringgit 300 per night for a room
at a green hotel and prefer a green hotel geared towards eco-friendly design and an
environment with modern design.
Moreover, in terms of the effect of a moderating variable (i.e. green hotel knowledge)
on returning tourists propensity to stay in a green hotel, empirical results revealed that
green hotel knowledge does affect returning tourists intention to stay at a green hotel
(4 0.447, t-value 10.572, p o 0.05), as a result accepting H4. Results deduced that
the intention of returning tourists with higher knowledge to stay at green hotels is
impacted by their attitude and perceived behavioural control. This is in agreement with
Chen and Peng (2012), Lee et al. (2010), and Norazahs (2013) findings.
6. Conclusion and recommendations
The results of this study offer a new perception of the findings of earlier studies that
could be of interest to researchers and practitioners in understanding the factors
that influence returning consumers intention to stay in green hotels, particularly in the
Malaysian context. Empirical analysis of hierarchical regressions confirms that green
Moderation of
green hotel
knowledge
113
MEQ
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114
green hotel respond. Next, results can be tested via structural equation modelling with
the presence of mediating and moderating variables to ensure model consistency with
the data and to estimate influences among constructs instantaneously.
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About the authors
Dr Norazah Mohd Suki is an Associate Professor at the Labuan Faculty of International Finance,
Universiti Malaysia Sabah, Labuan International Campus, Malaysia. She has successfully
supervised several postgraduate students at Master and PhD level. Her research interests include
electronic marketing, E-commerce, M-commerce, consumer behaviour, mobile learning and areas
related to marketing. She actively publishes articles in international journals. She is the Editor-inChief to Labuan e-Journal of Muamalat & Society, a Member in Advisory Board for several
outstanding journals. She has sound experiences as speaker to public and private universities,
government bodies on courses related to structural equation modelling (SEM), Statistical
Package for Social Sciences (SPSS), research methodology. Dr Norazah Mohd Suki is the
corresponding author and can be contacted at: azahsuki@yahoo.com
Dr Norbayah Mohd Suki is a Senior Lecturer at the Faculty of Computing and Informatics,
Universiti Malaysia Sabah. Her research interests include film, animation, creative multimedia,
mobile learning, ICT, human computer interaction, and educational technology. She actively
publishes articles in international journals. She has sound experiences as multimedia specialist.
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