Environmental awareness and guests’ intention to visit green hotels: The mediation role of consumption values

Abstract

The paper aimed at examining the influence of consumer’s environmental awareness on their intention to visit green hotels in north Cyprus, the mediation role of consumption values. Research on eco-friendly hotels stressed that conventional hotels do not make available to consumers the environmental awareness and consumption values, whereas, there is possibility that these benefits might not sit well with the hotel potential consumers. Aside highlighting the features of green hotels, it is imperative to examine how consumers perceive consumption values. A questionnaire-based survey was used to examine the study’s objectives. A total of 400 customers at 20 five-stars hotels that were randomly selected across the 3 big cities in north Cyprus (Girne, Lefkosa, and Magusa) were approached and invited to participate. The structural model was tested using structural equation modeling (SEM). The configuration model was analyzed using the partial least square (PLS) method. The finding from the SEM results shows that environmental concern directly and positively influenced the guests’ intentions to visit hotels in north Cyprus. Moreover, functional and emotional values were found to mediate the relationship between environmental concern and knowledge on the guests’ intention to visit north Cyprus hotels. Finally, the study suggest that the research will be of benefit to the managers of hotels in north Cyprus to know the significance of developing consumer’s green awareness and to market it to the customers.

Influence of perceived environmental knowledge and environmental concern on customers' green hotel visit intention: mediating role of green trust

“…But surprisingly, it plays an insignificant role in influencing the green hotel decision in Bangladesh. The finding contradicts the early studies that if customers believe that their green approach would produce positive outcomes, they would be more likely to be engaged in that given behavior which may lead to make them pick a green hotel choice (Ajzen, 1991; Demir et al. , 2021; Jiang and Kim, 2015).…”

Linking environmental knowledge, environmental responsibility, altruism, and intention toward green hotels through ecocentric and anthropocentric attitudes

“…Meanwhile, anthropocentric attitudes did not influence as mediator on the link of environmental knowledge, altruism and intention toward visiting green hotels. Some studies found no mediating effect of attitude while connecting behavioural intention in the hotel industry (Demir et al, 2021;Sadiq et al, 2022). The reason could be that having environmental knowledge and altruistic behaviour might lead to a negative perception of green development and infrastructure.…”

“…Hence, it is proposed that the mediation role of ecocentric and anthropocentric attitudes is important in determining green purchasing decisions (Perrea et al, 2014). In addition to those tourists concerned with the environment and its sustainability, they are likely to have a positive attitude towards the environment, which will lead to green purchasing intention (Demir et al, 2021;Prakash et al, 2019). Understanding how consumers' ecocentric and anthropocentric attitudes mediate the relationships that lead to green hotel intention is critical.…”

“…Green practices and environmental considerations are being incorporated in their operations since the 1970s driven by consumers’ concerns regarding the environment and sustainability (Otto and Pensini, 2017; Ouyang et al , 2019; Wattar et al , 2019; Yin et al , 2020). Hence, the concept of green hotels has been growing alongside the trend of sustainable development and environmental protection in the hotel and tourism industry (Demir et al , 2021; Chan, 2021). Some studies claim that one-third of consumers’ environmental ideals, attitudes and activities have transformed into environmentally favourable acts, such as making eco-friendly acquisitions (Song et al , 2019; Waris and Hameed, 2020).…”

International Scientific Conference “New Challenges in Economic and Business Development – 2022: Responsible Growth” : Proceedings

“…In recent years the customers themselves are becoming increasingly aware of sustainability issues, including environmental, social, and economic implications; and sustainable consumer behaviour and mindset has been extensively reviewed in various academic researches as well as has gathered significant attention in the hospitality consumer marketplace (Heesup, 2021;Tasci, 2017;Verma, Chandra, 2018;Demir at al., 2021). Same sources are deliberating the severe economic decline and required immediate response, encompassing the social, environmental, and economic impact of the operations, not just as an accountability tool but to drive strategy from it, unlocking new sources of revenue and sustainable growth.…”