The Effect of Key Factors on Green Consumption Intention in the Green Hotel Industry

Global Journal of Business Research, v. 10 (2) p. 89-101

14 Pages Posted: 23 Feb 2017

See all articles by Chin-Hung Liu

Chin-Hung Liu

National Chin-Yi University of Technology

Cheng-Yih Hong

Chaoyang University of Technology

Jian-Fa Li

Chaoyang University of Technology

Date Written: 2016

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

JEL Classification: Z31, Z32, Z39

Suggested Citation

Liu, Chin-Hung and Hong, Cheng-Yih and Li, Jian-Fa, The Effect of Key Factors on Green Consumption Intention in the Green Hotel Industry (2016). Global Journal of Business Research, v. 10 (2) p. 89-101, Available at SSRN: https://ssrn.com/abstract=2909961

Chin-Hung Liu (Contact Author)

National Chin-Yi University of Technology ( email )

China

Cheng-Yih Hong

Chaoyang University of Technology ( email )

No. 168, Jifong E. Rd., Wufong Township
Taichung County, Taiwan 41349
Taiwan

Jian-Fa Li

Chaoyang University of Technology ( email )

No. 168, Jifong E. Rd., Wufong Township
Taichung County, Taiwan 41349
Taiwan

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