The Influence of Religiosity on Consumer's Green Purchase Intention Towards Green Hotel Selection in China

Prior studies have mostly focused on examining consumer's green purchase attitude-behaviour gap by utilising the Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB) models. However, the relevant literature has revealed controversial results, further emphasising the need to integrate novel theories or theoretical perspectives in this particular research field. The scarcity of scholars who pays attention to the influence of religiosity upon consumer's green hotel decision-making process in non-western countries, such as China, is especially evident. Therefore, this study examined the relationship between the religiosity of both intrinsic and extrinsic types, green purchase attitude (GPA), and green purchase intention (GPI) towards green hotel selection. A conceptual research model based on the TRA and TPB has been proposed. A total of 426 valid questionnaires were collected from domestic tourists that currently stay and were staying at green hotels to empirically test the generated hypotheses using SPSS and Structural Equation Modelling. The results indicated that GPA significantly and positively influenced GPI, extrinsic religiosity positively and significantly influenced GPA. Furthermore, GPA displayed full mediation effects on the relationship between extrinsic religiosity and GPI. The practical and theoretical implications were discussed accordingly, as well as the limitations associated in this work.