A Study of Consumer Behavior and Visit Intention Towards Green Hotels

Abstract

Recognizing the seriousness of ecological problems, people have become increasingly environmentally conscious. The primary objective of this study is to analyze customer behavior towards green hotels and to identify the correlation among the variables responsible for this behavior. The green consumer behavior model was used for the purpose of the study. According to this model the variables affecting green consumer behavior are Man-Nature orientation (MNO), Generativity (GEN), Environmental Attitudes (EC), Conservation Behavior (CB) and Environment Friendly Buying Behavior (BB). Survey method was used for the purpose of study and random method of sampling was used. The correlation analysis suggests a high correlation between Generativity and Man nature orientation (0.749) similarly a high correlation was found between environmental attitude and man nature orientation (.742). Behavior and Man nature orientation were also found to be highly correlated (0.675). However, a low correlation was observed between visit intention and Generativity (.106) and between visit intention and man nature orientation (.324) and visit intention and environmental attitude (.205). A medium correlation was found between visit intention and Behavior (.445). The study thus conveys that environmentally conscious attitude of consumers could be effectively utilized by hoteliers and can be used to offer green services.

Keywords: Consumer Behavior, Environmental Attitude, Generativity, Man Nature Orientation

View PDF