Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities

Predicting green product consumption using theory of planned behavior and reasoned action

Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels

Purpose – The study seeks to explore the factors which influence the consumer attitude and behaviour towards green practices in the lodging industry in India and also to explore the consumers' intentions to pay for these practices.Design/methodology/approach – A quantitative and qualitative research methodology using a questionnaire along with secondary research has been proposed. A structured questionnaire has been used using convenience‐sampling techniques from National Capital Region in India. Correlation and factor analysis has been used to explore consumers' attitudes and behaviour towards green practices in the lodging industry.Findings – The consumers using hotel services are conscious about environmentally friendly practices in India. They patronise the hotels that have adapted green practices though not compromising on service quality. The consumers would prefer to use lodging that follows these practices but are not willing to pay extra for these services. Indian hotels have the competitive adva...

Exploring consumer attitude and behaviour towards green practices in the lodging industry in India

Corporate social responsibility (CSR) activities have the potential to create stronger relationships between firms and stakeholders. Although marketing researchers have studied the impacts of CSR activities on stakeholder responses, the CSR activities and outcomes measured have been varied and inconsistent. In this article we (a) review the extant literature to outline which CSR activities and outcomes have been included in previous research; (b) synthesize the means by which CSR activities can add value for consumers and how these have been represented in CSR literature, and; (c) present a research agenda for future research to allow greater consistency among CSR researchers.

How can corporate social responsibility activities create value for stakeholders? A systematic review

Concerns related to the environment are evident in the increasingly ecologically conscious marketplace. Using various statistical analyses, investigats the demographic, psychological and behavioral profiles of consumers who are willing to pay more for environmentally friendly products. Finds that this segment of consumers were more likely to be females, married and with at least one child living at home. They reported that today’s ecological problems are severe, that corporations do not act responsibly toward the environment and that behaving in an ecologically favorable fashion is important and not inconvenient. They place a high importance on security and warm relationships with others, and they often consider ecological issues when making a purchase. Managerial implications for green marketers and suggestions for future research are discussed.

Targeting consumers who are willing to pay more for environmentally friendly products

Concerns related to the environment are evident in the increasingly ecologically conscious marketplace. Using various statistical analyses, investigats the demographic, psychological and behavioral profiles of consumers who are willing to pay more for environmentally friendly products. Finds that this segment of consumers were more likely to be females, married and with at least one child living at home. They reported that today's ecological problems are severe, that corporations do not act responsibly toward the environment and that behaving in an ecologically favorable fashion is important and not inconvenient. They place a high importance on security and warm relationships with others, and they often consider ecological issues when making a purchase. Managerial implications for green marketers and suggestions for future research are discussed. Concerns related to the environment are evident in the increasingly environmentally conscious marketplace. Over the years, a majority of consumers have realized that their purchasing behavior had a direct impact on many ecological problems. Customers adapted to this new threatening situation by considering environmental issues when shopping (e.g. checking if the product is wrapped in recycled material) and by purchasing only ecologically compatible products (e.g. biodegradable paint, CFC-free hairspray or unbleached coffee filters). Perhaps the most convincing evidence supporting the growth of ecologically favorable consumer behavior is the increasing number of individuals who are willing to pay more for environmentally friendly products.

Targeting consumers who are willing to pay more for environmentally friendly

The past few decades have been undoubtedly characterized by rapid globalization and increased concerns about environmental problems. This research investigates the influence of culture on pro-environmental knowledge, attitudes, and behaviours of Canadian consumers. Results indicate that French-Canadians, as opposed to their English counterparts, (a) are more knowledgeable and concerned about ecological issues, (b) perceive that it is important to behave in an environmentally friendly fashion, (c) believe that most corporations are acting responsibly toward the environment, and (d) consider environmental issues to a greater extent when making a purchase. However, English-Canadians are more likely to recycle and are more willing to pay a premium price for ecologically compatible products. Cross-cultural disparities were also found with respect to the classic “knowledge-attitude-behaviour” model. Implications for marketers and policy-makers as well as opportunities for future research are discussed.



Resume

Les dernieres decennies furent caracterisees par une globalisation rapide des marches et par une preoccupation grandissante de la part de la population face aux problemes ecologiques. Cette recherche examine les differences culturelles des Canadiens relativement a leurs connaissances, leurs attitudes et leurs comportements pro-environnementaux. Les resultats indiquent que les Canadiens-francais, comparativement a leurs homologues Anglais, (a) sont plus informes et preoccupes par les problemes ecologiques, (b) percoivent davantage qu'il est important de se comporter de facon a proteger l'environnement, (c) croient que les entreprises agissent de maniere responsable face a l'environnement, et (d) considerent davantage les repercussions ecologiques lorsqu'ils effectuent un achat. Toutefois, les Canadiensanglais sont plus enclins a recycler et sont prets a payer un prix plus eleve pour des produits compatibles avec l'environnement. Des differences culturelles ont egalement ete observees relativement au modele classique connaissance-attitude-comportement. Des recommandations strategiques et des voies de recherche interessantes sont proposees.

Guido Barbaro-Forleo

Papers

Targeting consumers who are willing to pay more for environmentally friendly products

Targeting consumers who are willing to pay more for environmentally friendly

Cultural Differences in Environmental Knowledge, Attitudes, and Behaviours of Canadian Consumers