Summary of: Antecedents of green purchase behaviour: an

examination of altruism and environmental knowledge

Research Objectives and Framework
The research paper "Green Hotel Selection: Understanding the Influence of Altruistic Values and
Environmental Knowledge on Consumer Behavior" explores the impact of altruistic values and
environmental knowledge on consumers' pro-environmental attitudes and behaviors when selecting
environmentally sustainable hotels, as well as the need to understand the cognitive mismatch
between pro-environmental attitudes and actual behaviors. The study aims to bridge the gap in the
literature on green hotel selection in the Chinese context by providing a systematic framework for
understanding consumer behavior.

Methodology and Analysis

The paper emphasizes the lack of practical translation of consumers' environmentally friendly
claims into green hotel bookings and aims to analyze the relationships of three types of altruism
and two types of environmental knowledge with attitudes and intentions. The theoretical research
model used, based on the value-belief-norm theory of environmentalism, involved the collection of
248 questionnaires followed by empirical testing of the proposed hypotheses using SPSS and
AMOS.

Key Findings
The findings highlight a significant positive relationship between green purchase attitude and
intention, with biospheric, altruistic, and collectivistic values, as well as subjective and objective
knowledge, positively influencing attitude and intention towards green hotel selection. The study
presents empirical evidence supporting the positive relationship between biospheric, altruistic, and
collectivistic values and green purchase attitudes and intentions, as well as the importance of both
subjective and objective environmental knowledge in shaping consumer attitudes and intentions.

Limitations and Future Directions

The paper also addresses the limitations of the research, such as the online sampling method and
the need for future studies to measure actual consumer behavior, consider demographic
characteristics, and utilize larger sample sizes. Overall, the study provides valuable insights into
consumers’ pro-environmental behavior towards green hotel selection and highlights the potential
implications for the green hotel industry, particularly in the Chinese context, in terms of marketing
and promoting environmentally sustainable hotels.