Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms

被引：72

作者：

Ting, Chung-Te ^{[1
]}

Hsieh, Chi-Ming ^{[2
]}

Chang, Hsiao-Ping ^{[3
,4
]}

Chen, Han-Shen ^{[4
,5
]}

机构：

[1] Chang Jung Christian Univ, Dept Tourism Food & Beverage Management, Tainan 71101, Taiwan

[2] Natl Chung Hsing Univ, Int Bachelor Program Agribusiness, Taichung 40227, Taiwan

[3] Chung Shan Med Univ, Dept Hlth Diet & Ind Management, Taichung 40201, Taiwan

[4] Chung Shan Med Univ Hosp, Dept Med Management, Taichung 40201, Taiwan

[5] Chung Shan Med Univ, Dept Hlth Diet & Ind Management, Taichung 40201, Taiwan

来源：

SUSTAINABILITY | 2019年 / 11卷 / 03期

关键词：

sustainable consumption; green purchase behavior; corporate green strategies; corporate environmental responsibility; sustainable hotel practices; PLANNED BEHAVIOR; CONSUMERS INTENTION; EXTENDED MODEL; MOTIVATION; ATTITUDES; DECISION; PERCEPTIONS; MANAGEMENT; VISITORS; FESTIVAL;

D O I：

10.3390/su11030819

中图分类号：

X [环境科学、安全科学];

学科分类号：

08 ; 0830 ;

摘要：

Consumer awareness of environmental protection and energy conservation concepts has prompted businesses in the hotel industry to adopt green operations. Most studies of the hotel industry have discussed the behavioral intentions (BIs) of consumers based on the theory of planned behavior (TPB), but they have not considered emotional and motivational factors. The present study incorporated two incentive mechanisms and the anticipated positive and negative emotions of consumers into the TPB to explore the relationship between BIs and green hotel development. Structural equation modeling was applied to test the research hypotheses. The results indicate that (1) a positive correlation exists between environmental attitude, subjective norms, perceived behavioral control (PBC), positive anticipated emotion, and desire intention (DI), and a negative correlation exists between negative anticipated emotions and DI; (2) a positive correlation exists between PBC, DI, and BI; and (3) an incentive mechanism has a moderating effect on the relationship between DI and BI.

引用

页数：16