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environmental concern on
customers’ green hotel visit
intention: mediating role of Received 27 August 2021
Revised 22 December 2021
Nafia Sultana
Faculty of Business Studies, Bangladesh University of Professionals,
Dhaka, Bangladesh and
School of Business and Economics, Universiti Putra Malaysia,
Serdang, Malaysia, and
Sanjida Amin and Azharul Islam
Bangladesh University of Professionals, Dhaka, Bangladesh
Abstract
Purpose – The purpose of this study is twofold. First, it aims to examine the influence of customers’ green
considerations in the form of perceived green knowledge and environmental concern on their intention to stay
at green hotels; and secondly, to explain the mediating role of green trust among the considered variables.
Design/methodology/approach – The study investigates green hotel visit perceptions of 213 customers of
hotel industry of Dhaka, Bangladesh using Partial Least Square method. Data was collected using a standard
structured questionnaire.
Findings – The findings display a significant positive influence of perceived green knowledge and green trust
on customers’ green hotel visit intention. Moreover, green trust mediates the relationship of green visit
intentions with customers’ green knowledge and environmental concern.
Practical implications – The study demonstrates that environmental knowledge and green trust make
customers choose green hotels. The findings of the current study may assist the hotel business administrators
to understand the underlying factors for choosing green hotels and adopting green practices in their business
operations accordingly.
Originality/value – To the best knowledge of the researchers, the study is first to measure the mediating
impact of green trust on the influential factors of customers’ green hotel visit intention in Bangladesh. The
result reveals how considered variables interact with each other to influence green hotel choice decisions.
Keywords Green visit intention, Green hotels, Tourism and hotel, Green knowledge, Environmental concern,
Green trust, Environment
Paper type Research paper
1. Introduction
Alarming environmental issues and growing ecological concerns have brought gradual
changes in the lifestyle of people all around the world, thus leading to changes in consumer
purchasing behavior. People have started to show positive attitudes to accept the goods and
services of the organizations that have made determinations to adopt green practices in their
operations (Khosla et al., 2005). Earlier studies (Lee, 2009; Rahbar and Wahid, 2011) showed
that purchasers are mindful and ready to spend more money to “go green”. Again, the result Asia-Pacific Journal of Business
Administration
of a survey piloted by Mckinsey (2007), on 7,751 people approximately in Brazil, Canada, © Emerald Publishing Limited
1757-4323
China, France, Germany, India, the UK, and USA shows that about 87% of buyers are DOI 10.1108/APJBA-08-2021-0421
APJBA alarmed about the effect of the products they buy on society and environment (Adrita, 2020).
According to the researchers, individuals and communities all over the world are becoming
more sensitive regarding the context of environmental sustainability, ecological concurs, and
green behavior (Wang, 2020). Hence, environmentally sustainable products and services are
becoming a heightened trend which may render it to be the one of the most appealing and
prioritized business strategies by most of the business organizations (Vazifehdoust
et al., 2013).
The hospitality and tourism industry obviously play a significant role in promoting
sustainability and green consumption as it appears to affect the environment negatively
through its multiple functions (Al-Aomar and Hussain, 2017; Wang, 2020). Tourists travel
millions of miles away to grasp the beauty of colorful, fresh and pollution-free hygiene
environment and Verma et al. (2019) believed people are concerned about the impact of their
purchase behavior on the environment. According to previous scholars, the hotel industry
may show a negative impact on environmental aspects up to 75% due to its excessive usage
of natural resources like water and other non-durable goods (Bohdanowicz, 2006). Hotels can
contaminate the air, water and immediate environment by producing filth, dust, and rubbish
at the time of building constructions; hotels can also pollute the environment during daily
operations through improper sewerage management, ill waste disposal services, and misuse
of resources like water, gas, electricity (Nezakati et al., 2015).
For many countries including Bangladesh, tourism is treated as one main source of
earnings and employment for the economy. As a result, achieving tourist satisfaction is the
prime target of the hotels to run and sustain in the business. In recent years, tourists have
been more aware of the injuring of natural resources and environmental harms induced by
the hotels (Han and Kim, 2010), and that awareness certainly makes them choose a hotel with
green practices in operation. As the governments of different countries and citizens have
started to understand the significance of the environmental pressures and the resulting
perilous economic and health complications, the whole society is more prone and eager to
respond to applications and services based on “green” concerns (Yeung, 2004).
As we know, Green hotels are basically some possessions that are dedicated to nature and
whose administrators voluntarily introduce initiatives to save water, energy and reduce solid
waste – while saving money – to protect our one and only mother Earth (Lita et al., 2014).
While most tourism literatures usually study independently the relationship between
tangible and intangible elements of tourist satisfaction (Perovic et al., 2018), the green hotel
visit purpose is noticeably under-examined. But it is equally important to know the
underlying factors that work behind the customers’ green visit intentions so that the hotels
can reshape their operations in a way that best ensure the tourist satisfaction. Another study
displays that customers’ green attitudes have a close link with their conveyed plans of
visiting a green hotel, disseminating word-of-mouth about a green hotel and having a clear
intention of paying more for it (Lita et al., 2014). Nyilasy et al. (2014) opined in their literature
that customers can cynically respond to various environmental assertions due to their self-
sincerity. In this regard, past researches have recommended that consumers’ green
knowledge and concern can significantly trigger customers’ response towards green
initiatives (Mohr et al., 1998; Obermiller and Spangenberg, 1998), but still hospitality
literatures have been overdue in scrutinizing the influence of those factors on the behavioral
intentions of customers. Authors (Mainardes et al., 2017) have discovered behavioral
intention aspects of customers on green consumption to assist the sustainable movement in
the emerging economies. A study (Verma et al., 2019) also reflects on the attitude to green
hotels stating the extent to which consumers feel favorable about staying at green hotels
while traveling. On the other hand, some researchers studied on the starring role of green
trust in constructing green brands (Butt et al., 2017; Chen, 2010). A recent study (Sung et al.,
2021) also worked on the link between green trust and the theory of planned behavior (TPB)
to show how green trust influences customers’ willingness in determining green hotels visit Customers’
intentions. But not much study are found that considered customers’ knowledge and concern green hotel
about environment and how they are linked with their green trust in choosing green hotels to
stay or visit. Following the world-wide awareness regarding the green hotel concept, the
visit intention
tourists of Bangladesh have also started thinking of green choice. Realizing the underlying
reasons of customers’ green hotel visit intentions can provide a new avenue of transition in
hotel business operations that may help to reduce the environmental hazards in the long run.
Considering the mentioned facts, this study aims at analyzing the green hotel visit
intention in the context of established stimulus-organism-response (S-O-R) model, extended-
TPB (E-TPB), and social identity theory. The main purpose of the current research is to
identify the effect of customers’ perceived green knowledge and environmental concern on
their green hotel visit intentions with mediating impact of green trust. The result of the study
will bring better insights on green tourism strategies which may boost the overall
environmental awareness and customers’ knowledge and concern about environmental
obligation, sustainable services, and green consumption attitude.
Figure 1.
Research framework
ꞵ = 0.32
APJBA
p < 0.05
Perceived
Green
Knowledge ꞵ = 0.06, p < 0.05
Green Hotel
ꞵ = 0.28
Green Trust Visit Intention
p < 0.05 R2 = 0.346 R2 = 0.240
ꞵ = 0.20
p < 0.05
ꞵ = 0.41 ꞵ = 0.08, p < 0.05
Environmental
p < 0.05
Concern
Figure 2. ꞵ = 0.06
Model testing results
p < 0.05
3. Research method
3.1 Data and sampling
The population of our study comprises customers of Bangladeshi tourism business or
travelers of Bangladesh who have already stayed at hotels in different locations and also
have the plan to stay at hotels for a further visit in future, as the study aims to check the
determining factors in shaping the green hotel visit plan with the mediation of green trust
from the customers’ perspective. The researchers considered the capital city of Bangladesh,
Dhaka for data collection for the study. Here, investigators also took assistance from five
travel agencies to identify the sample and accumulate data. As the population size is
unknown; among the travelers, only working professionals from different public and private
organizations of Bangladesh who have visited different hotels in the last five years were
selected as the desired sample. So, judgmental sampling; alternatively recognized as
purposive sampling method was used where researchers used their understanding and
professional decree to select the respondents. According to Malhotra and Dash (2010), the
minimum sample size should be five times more than the number of variables. Again, the
sample size of relevant research work has also been considered while determining the sample
size for this study. The researchers considered distributing the questionnaire among 500
participants and this size is assumed adequate as a sample size between 30 and 500 is already
acceptable for most research studies (Sekaran and Bougie, 2019).
The survey took almost three months to be administered from mid-January to March of
2021. Due to the pandemic situation, questionnaires were mainly distributed through e-mail
or social media networks. A few questionnaires were distributed through personal visits as
well. At the beginning of the questionnaire, the authors clearly explained the concept of
“Green hotels” in order to make them understand the purpose of the study. Anonymity and
confidentiality were also ensured while collecting the responses. The response rate is 45.8%
and the researchers further considered evaluating responses to confirm the absence of
response method and non-response biases in this study.
3.2 Measurement
The present study used multi-item scales to examine all the proposed constructs. A
standard structured survey questionnaire was developed based on the prior studies. To
measure the green visit intention of the customers, we have referenced items from the study
of Tang and Lam (2017) and Chen and Chang (2012). Two items from the study of Ahmad Customers’
and Thyagaraj (2015) and another two from Yoon and Chen (2017) were considered for green hotel
measuring the green knowledge of hotel customers. Also, environmental concern was
measured with items adapted from Soyez (2012). Finally, to measure the mediating effect of
visit intention
green trust, we considered items from the previous research of Chen (2010). Moreover, the
survey questionnaire contains two parts. Part A of the questionnaire includes demographic
data (gender, age, experience, education level, income) of the respondents. Section B of the
questionnaire contains some close-ended questions under four sections. These sections
altogether include 16 close-ended questions to measure the voluntary green hotel choice of
participants. The respondents were requested to choose a suitable answer from the 5-point
Likert scale for each element. Considering the quantitative nature of the study, the authors
carefully decided to assess the relationship among the constructs by adopting Partial Least
Square (PLS) method. SPSS (version 21) and Smart PLS 3.3.3 were used as tools to analyze
the data and to assess both the measurement model and structural equation model. PLS
technique was considered here for data analysis because of its ability to measure all the
considered parallel paths with no requirement for a large sample size (Tehseen et al., 2020).
Choosing PLS-SEM has other reasons like the non-normal data, different relationships,
prediction-oriented character of the research, and so on (Hair et al., 2011).
Cronbach’s
No Constructs Loadings alpha AVE CR
GHVI1 I am willing to stay at a green hotel when traveling 0.712 0.762 0.579 0.846
GHVI2 I plan to stay at a green hotel when traveling 0.832
GHVI3 I will make an effort to stay at a green hotel when 0.766
traveling
GHVI4 I am willing to spend extra to stay at a green hotel 0.729
when traveling
PGK1 I know more about recycling than the average person 0.754 0.797 0.622 0.868
PGK2 I understand the environmental phrases and symbols 0.810
on product package
PGK3 I know that I buy products and packages that are 0.800
environmentally safe
PGK4 I know how to select products and packages that 0.789
reduce the amount of waste ending up in landfills
EC1 It makes me sad to see natural environments 0.825 0.790 0.703 0.877
destroyed
EC2 I believe nature is important because of what it can 0.844
contribute to the pleasure and welfare of humans
EC3 We need to preserve resources to maintain a high 0.847
quality of life
GT1 I feel that green hotel’s environmental comments are 0.790 0.830 0.664 0.888
generally reliable
GT2 I feel that green hotel’s performance is generally 0.798
dependable
GT3 I feel that green hotel’s environmental arguments are 0.887
Table 2. generally trustworthy
Reliability and GT4 The green hotels generally keep promises and 0.781
convergent validity commitments for environmental protection
ranging in between 0.579 and 0.703. The result of the analysis (Table 2) shows that all the Customers’
values of factor loadings, Cronbach’s Alpha, AVE, and CR are within the acceptable standard green hotel
which satisfies the reliability and convergent validity of the current study.
Moreover, discriminant validity of each construct was checked using Fornell–Larcker
visit intention
criterion at first where AVE is equated with the correlation value of all other off-diagonal
items. Results in Table 3 showed that the square roots of diagonal AVE are larger than any of
the correlation values for other related constructs and such measurement is deemed to satisfy
the acceptable discriminant validity standard (Kock, 2014; Fornell and Larcker, 1981).
Discriminant validity was also checked using Heterotrait–Monotrait ratio (HTMT) proposed
by Henseler et al. (2015) which displays the approximation of the accurate correlation between
two constructs. A value of 0.85 or 0.90 for HTMT is considered as the standard value for
defining the discriminant validity through HTMT (Henseler et al., 2016). Table 4 shows that
HTMT criterion has been satisfied for our model as all the values are less than the
acceptability threshold (<0.85). As the outcomes confirm the acceptable discriminant validity
of the measurement model; we can proceed with the structural model analysis and
hypotheses testing in the next stage.
GHVI GT PGK EC
GHVI GT PGK
GT 0.466
PGK 0.534 0.540 Table 4.
EC 0.371 0.643 0.469 HTMT ratio
APJBA VIF
GHVI1 1.573
GHVI2 1.693
GHVI3 1.629
GHVI4 1.247
GT1 1.603
GT2 2.031
GT3 2.739
GT4 1.782
PGK1 1.463
PGK2 1.751
PGK3 1.586
PGK4 1.652
EC1 1.514
Table 5. EC2 1.738
VIF values EC3 1.842
GHVI GT PGK EC
GT 0.037
Table 6. PGK 0.108 0.110
Result of f2 Effect Size EC 0.004 0.230
values of Q2 are greater than 0, it is considered that the model has acceptable predictive
relevance (Hair et al., 2017b).
At this stage, bootstrapping technique was conducted with 1,000 resamples using PLS 3 to
acquire the standard path coefficients, t-values, and standard errors with a view to analyze
the proposed hypothesized relationships among variables (Hair et al., 2017). The mediation
effect was also tested based on the concept of Hayes and Preacher (2014) that surmises the
indirect impact of green trust on the green visit intentions. Cohen (1988) suggested that the
interval values for inferring R2 are as: for 0.02–0.12, weak; 0.13–0.25, moderate; and 0.26 and
above as having a substantial impact. In the study, the structural model was configured in
which the dependent variable is green hotel visit intention, which is explained 24% of the
total variance by the independent and mediating variables. On the other hand, perceived
green knowledge and environmental concern explain 34.6% of the variance of the mediating
variable; green trust. As presented in Table 7, the following paths were found significantly
positive at 95% level of significance: perceived green knowledge to GHVI (β 5 0.324, p < 0.05)
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Corresponding author
Nafia Sultana can be contacted at: nafia.cubd@gmail.com
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