The theory of planned behaviour (TPB) and value-belief-norm (VBN) theory are recognised as powerful predictive models to explain consumers’ green purchase behaviour (GPB). The models were frequentl...

Consumers’ intention to visit green hotels – a goal-framing theory perspective

Although the occupancy rate of green hotels is a hot topic in the sustainable tourism economy, few empirical studies have used the expanded norm activation model to explore what drives consumers’ intentions to stay at green hotels. This study took environmental concern and perceived consumer effectiveness as antecedents, and perceived price, policy, and publicity as moderator variables to broaden the norm activation mode to explore consumers’ willingness to stay at green hotels. The hypothesis was tested in a survey that comprised a sample size of 435 participants in China. The outcomes exhibited environmental concern, and perceived consumer effectiveness as having a significant positive influence on personal norm and behavioral intention. Perceived price, as the external cost, negatively moderated the relationship between personal norm and consumers’ behavioral intentions. Policy and publicity had a positive moderating impact on the link between personal norms and consumers’ behavioral intentions.

https://www.mdpi.com/2071-1050/13/4/2165/pdf

Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model

Perceived green psychological benefits and customer pro-environment behavior in the value-belief-norm theory: The moderating role of perceived green CSR

Owing to the novelty and dynamism of mobile phone shopping behavior of adults within the context of contemporary social, technological, and market norms necessitated the need to study this phenomenon frequently. In the same league, there is a pressing need to empirically examine the mobile shopping behavior of young adults in Pakistan. This paper examines the factors influencing mobile phone shopping behavior within the context of young adults in Pakistan. First, a questionnaire-based survey consisting of a five-point Likert scale was conducted. A total of 416 respondents provided their complete responses. Then, we employed the structural equation modeling (SEM) model using AMOS 24 to empirically test the hypothesized model. The empirical results revealed that price and attractiveness positively influence mobile phone buying behavior among young adults in Pakistan. On the other hand, Service Encounter, Convenience, Avoidance of Core Service Failure, and Response have negative but statistically insignificant influences on mobile phone buying behavior in Pakistan. This finding revealed that the mobile shopping behavior of young Pakistani adults is predominantly influenced by the price of mobile phones and their attractiveness. Therefore, it is highly recommended that companies need to offer affordable mobile phone prices. Additionally, the attractiveness of the mobile phone needs to be maintained at competitive prices.

Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors

The purpose of this study is to build a theoretical framework to explain Korean domestic tourists' decision-making process under COVID-19 by applying an extended model of goal-directed behavior. The role of positive expectation of COVID-19, the effect of mass media, and perception of government policy were considered as new variables in the process of tourism decision-making. The results of this present study show that positive and negative anticipated emotion, positive expectation, and the frequency of past behavior positively influence the desire for travel domestically within the next three months, while the effect of mass media negatively affected the desire for travel domestically within the next three months. Two anticipated emotions and positive expectations were positive antecedents of the desire for travel domestically within this year. The anticipated emotions and the effect of mass media affected the desire to travel domestically next year. The results of this tourist's decision-making research will offer government, the tourism sector, and policy decision-makers better insights for establishing tourism policy responses and create safe destinations to help an adequate recovery and development of the tourism industry.

Korean Domestic Tourists' Decision-Making Process under Threat of COVID-19.

This research developed an integrated theoretical framework encompassing green image congruence, care for the environmental consequences, eco-conscious behaviors, sense of moral obligation, and perceived environmental corporate social responsibility (CSR) in order to explain customer approach behaviors for green hotels. Previous researches discussed about environmental behavior and consumer behavior. However, customer environmentally responsible approach decision formation and consumption activities are an insufficiently explored topic. This study implemented quantitative research methodological. The findings of this study showed the correlation of research constructs are significant and such relationships contribute to boosting of customer approach behaviors. Sense of obligation to take green actions as a mediator maximized the effect of other research variables on approach behaviors. In addition, a prominent role of the sense of moral obligation to take green actions in determining approach behaviors was uncovered. Perceived environmental CSR played a vital moderating role within the proposed conceptual framework. The outcomes of this research can help hotel operators and academics better comprehend customer pro-environmental decision-making process and behaviors.

https://www.mdpi.com/2071-1050/12/21/9144/pdf

Green Hotels: Exploring the Drivers of Customer Approach Behaviors for Green Consumption

Rural tourism is emerging in the tourism industry; however, little is known about traveler behaviors at rural destinations. This study explored the role of cultural contact, natural atmospherics, and risk perception in generating destination involvement and approach behaviors for rural tourism in Inner Mongolia. A quantitative data analysis was used to obtain the research objective. Our findings showed that cultural contact and natural atmospherics significantly increased traveler destination involvement and their approach behaviors. Cultural contact included a stronger impact on destination involvement than natural atmospherics. In contrast, natural atmospherics contained a stronger influence on approach behaviors than cultural contact. In addition, rural traveler risk perception moderated the magnitude of the effect of cultural contact on approach behaviors. Overall, the proposed theoretical framework encompassed a sufficient level of anticipation power for involvement and approach behaviors. Our findings can be helpful for inventing rural tourism development strategies in Inner Mongolia.

/pdf/impact-of-sustainable-cultural-contact-natural-atmospherics-1yrlm84z71.pdf

Impact of Sustainable Cultural Contact, Natural Atmospherics, and Risk Perception on Rural Destination Involvement and Traveler Behavior in Inner Mongolia

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Green Hotels: Exploring the Drivers of Customer Approach Behaviors for Green Consumption

Impact of Sustainable Cultural Contact, Natural Atmospherics, and Risk Perception on Rural Destination Involvement and Traveler Behavior in Inner Mongolia