Construction of Revised TPB Model of Customer Green Be-havior: Environmental Protection Purpose and Ecological Values Perspectives

8th International Conference on Environment Science and Engineering

生态环境科学

Liu, Ting^1,2 ; Jin, Shenglang^1 ; Zhu, Hongbing^1 ; Qi, Xinzheng^1

College of Tourism, Huangshan University, Huangshan

245021, China^1

Faculty of International Tourism and Management, City University of Macau, Macau

999078, China^2

关键词: Behavioral intention;    Conceptual model;    Ecological values;    Environmental concerns;    Green hotels;    Moral obligations;    Research models;    Theory of Planned Behavior;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/167/1/012021/pdf
DOI  :  10.1088/1755-1315/167/1/012021

学科分类：环境科学（综合）

来源: IOP

【 摘 要 】

This study constructs a comprehensive conceptual model of consumer behavioral intentions in green hotels. For the purpose of protecting the environment, based on Schwartz's values theory, this study identifies ecological values that influence consumers' green hotel visit intention. This study aims to develop an extended Theory of Planned Behavior (TPB) research model which includes environmental concern and perceived moral obligation to predict consumers' intention to visit green hotels. The green hotel behavioral intentions will provide insights to better understand the green consumer and to better manage the green hotel.