Exploring the role of green hotel knowledge in the relationship between norms and customer green behavior
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Author(s)Van Hao HoangLink to ORCID Index: https://orcid.org/0009-0006-8264-2462
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Van Hung DuongLink to ORCID Index: https://orcid.org/0000-0002-7447-6859
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DOIhttp://dx.doi.org/10.21511/im.22(2).2026.23
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Article InfoVolume 22 2026, Issue #2, pp. 336-347
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3 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Type of the article: Research Article
Abstract
The global hotel industry has progressively integrated sustainable practices to mitigate its environmental impact, with an increasing emphasis on active customer involvement. This study aims to explore the relationship between customer norms and their green behavior, and examine how green hotel knowledge moderates this relationship. A survey of 254 domestic guests staying at green hotels in Vietnam was analyzed using structural equation modeling. The findings indicate that perceived moral obligation significantly influences both subjective norms (β = 0.584) and personal norms (β = 0.429). Similarly, ascription of responsibility is a strong predictor of personal norms (β = 0.424). The results further reveal that both subjective norms (β = 0.240) and personal norms (β = 0.269) positively affect customer green behavior. Importantly, green hotel knowledge acts as a moderator between personal norms and green behavior (β = 0.247), though it does not significantly moderate the relationship with subjective norms. This study contributes to a better understanding of customer behavior in the context of green hotels and offers managerial implications for promoting active participation in environmentally friendly initiatives.
- Keywords
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JEL Classification (Paper profile tab)M31, Z32, Z33
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References48
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Tables7
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Figures1
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- Figure 1. Results of the structural equation model analysis
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- Table 1. The participants’ demographic profile
- Table 2. Assessment of measurement scales’ reliability and validity
- Table 3. Discriminant validity analysis based on the Fornell-Larcker approach
- Table 4. Discriminant validity analysis based on the HTMT coefficient
- Table 5. Summary of hypothesis testing results for H1-H5
- Table 6. Results of hypothesis testing for H6 and H7
- Table A1. Items of the six constructs used for the research model
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Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior
Wong Chee Hoo ,
Ng Mei Poh ,
Muhammad Kamran Khan
doi: http://dx.doi.org/10.21511/im.20(3).2024.07
This study aimed to examine the impact of the Theory of Planned Behavior on Malaysian luxury hotel selection. To achieve this objective, the study examined the influence of attitude, subjective norms, perceived behavioral control, and fake reviews on the choice of luxury hotels in Malaysia. The study also investigates whether intention mediates the relationship between these variables and luxury hotel selection. The research method was quantitative in nature and to collect the necessary data, convenience sampling was used on an online questionnaire, resulting in 400 valid responses. The respondents were residents of Malaysia aged over 18 years old who had stayed at luxury hotels before, as they are qualified to answer the research objectives. For this study, four- and five-star hotels are considered as luxury hotels. The collected data were then analyzed using IBM SPSS version 26, using descriptive, regression, and mediation analysis through Hayes process. The results from the regression analysis revealed the predictive power of each variable, while the mediation analysis demonstrated that intention mediates the relationship between attitude, subjective norms, and perceived behavioral control in luxury hotel selection. According to this study, attitude, subjective norms, perceived behavioral control, and fake reviews influence luxury hotel choices. Intention significantly mediates the association between attitude, subjective norms, perceived behavioral control, fake reviews, and luxury hotel choices.
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Indirect determinants of online purchase decisions: A case study of different generations in Peru
Patricia Zirena-Bejarano ,
Elbia Myreyle Chávez Zirena ,
Bernardo De La Gala Velasquez
doi: http://dx.doi.org/10.21511/im.19(1).2023.13
Innovative Marketing Volume 19, 2023 Issue #1 pp. 151-161 Views: 2197 Downloads: 829 TO CITE АНОТАЦІЯThis study aims to analyze the mediation effect of subjective norms and perceived behavioral control on the linkage between online consumer attitude and online purchase decisions of generation X, generation Y (millennials), and generation Z (centennials) in developing countries, particularly Peru. This empirical investigation surveyed 121 respondents of generation X, 200 millennials, and 200 centennials in Peru. The data were processed through structural equation modeling approach. This study demonstrates that online consumer attitude positively and significantly influences online purchase decisions; this relationship is enhanced through the mediation effect of subjective norms and perceived behavioral control. Furthermore, the results indicate that the effect of the proposed variables is improved progressively in each generation, showing a greater willingness of centennials to purchase online, followed by millennials and generation X. This study assessed online consumer attitudes of different generations in Peru toward the online purchase decisions and the mediation effect of subjective norms and perceived behavior control on the mentioned relationship, which showed improved results when incorporated into a single model.
Acknowledgments
The authors thank the Universidad Nacional de San Agustín de Arequipa for supporting this project. -
Academic entrepreneurship in Sudanese universities: explaining entrepreneurial intention using the Theory of Planned Behavior (TPB)
Selma Abedelrahim
doi: http://dx.doi.org/10.21511/ppm.18(3).2020.26
Problems and Perspectives in Management Volume 18, 2020 Issue #3 pp. 315-327 Views: 1920 Downloads: 537 TO CITE АНОТАЦІЯThis study aimed to fill the literature gap of entrepreneurial intention antecedents from the academic staff’s perspective using the Theory of Planned Behavior (TPB) in an underdeveloped country context. Empirical results were derived from a quantitative approach based on a survey method with a selected academic staff sample of 97 Sudanese public universities. Hypotheses testing was done using the structural equation modeling (SEM) through the partial least squares (PLS) method to test the impact of attitude, subjective norms, and perceived control as the antecedents of entrepreneurial intention. The study results revealed the applicability and consistency of the Theory of Planned Behavior (TPB) in explaining Sudan’s academic entrepreneurial intention. The results indicated that attitude, subjective norms, and perceived control explained 61.70% of the entrepreneurial intention (EI) variance. Perceived control (PC) proved to be the primary antecedent of EI, which explained 42.20% of EI variance, while the business environment and experience were the leading influencers of perceived control. This result can guide the authorities to formulate policies that encourage the transformation of the Sudanese universities to be entrepreneurial.
