ABSTRACT

Prior studies have mostly investigated the relationships of the impact of consumers’ attitudinal characteristics on their green purchase attitude (GPA) and green purchase intention (GPI). The findings revealed that despite the positive attitudes in making green hotel selection, green purchasing behavior was not exhibited. This subsequently failed to satisfy consumers green satisfaction and businesses’ expectations. As such, this study analyzed the structural relationships of consumers’ attitudinal characteristics with GPA and GPI. An integrated theoretical research model has been proposed based on theory of planned behavior model. Collection of 659 questionnaires was followed by subsequent empirical testing of the postulated hypotheses, which has been performed using SPSS and Structural Equation Modeling. The resulting outcomes indicate a significant positive correlation between GPA and GPI, while perceived consumer effectiveness, environmental concern, altruism, and environmental knowledge displayed significantly positive influence upon GPA, and environmental concern exerted significantly positive impact upon GPI. Additional practical and academic implications, as well as limitations, are presented accordingly.

摘要

以往的研究大多考察消费者态度特征对其绿色购买态度（GPA）和绿色购买意愿（GPI）的影响。调查结果显示，尽管在选择绿色酒店方面持积极态度，但并未表现出绿色购买行为。这随后未能满足消费者的绿色满意度和企业的期望。因此，本研究分析了消费者态度特征与 GPA 和 GPI 的结构关系。提出了基于计划行为模型理论的综合理论研究模型。收集了 659 份问卷，随后对假设的假设进行了实证检验，该检验已使用 SPSS 和结构方程建模进行。结果表明，GPA 和 GPI 之间存在显着的正相关关系，而感知的消费者有效性、环境关注、利他主义和环境知识对 GPA 显示出显着的正向影响，而环境关注对 GPI 产生显着的正向影响。相应地提出了其他实际和学术影响以及限制。