Purpose

Personal values, ascribed responsibility and green self-identity (GSI) have been analyzed separately for a long time, but a more in-depth investigation is required on the relationships between these variables and their combined effects on consumers' visiting intention toward green hotels. Thus, this study aims to draw on Schwartz's (1992) personal values framework and ascribed responsibility. It expands the Schwartz personal values framework by incorporating GSI as a moderator to understanding consumers' visiting intention toward green hotels.

Design/methodology/approach

Partial least squares-structural equation modeling was used to analyze 387 responses collected through a self-administered structured questionnaire from hotel consumers in Pakistan.

Findings

The findings revealed that ascribed responsibility and self-transcendence values were significant factors in predicting consumers' intention toward green hotels. Moreover, GSI significantly moderated between self-conservation values, self-transcendence values and attitude. However, the association between self-conservation values and attitude was found insignificant.

Practical implications

This study can assist hotel management in planning and implementing efficient hotel marketing strategies. Hospitality marketers should heed attention to self-transcendence values, ascribed responsibility and stress on using these aspects to sustain green hotels' adoption.

Originality/value

The study contributes to the literature on the antecedents of consumers' visiting intention toward green hotels by expanding the Schwartz personal values framework by adding ascribed responsibility. Further, the authors incorporated GSI as a moderator to understand consumers' visiting intentions toward green hotels in Pakistan.

中文翻译：

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走向绿色：应用个人价值理论了解巴基斯坦消费者对绿色酒店的访问意愿

目的

个人价值观、归属责任和绿色自我认同（GSI）长期以来一直被单独分析，但需要更深入地研究这些变量之间的关系及其对消费者绿色酒店入住意愿的综合影响。因此，本研究旨在借鉴 Schwartz（1992）的个人价值观框架和归属责任。它通过将 GSI 作为调节器来了解消费者对绿色酒店的访问意图，从而扩展了 Schwartz 个人价值观框架。

设计/方法论/途径

使用偏最小二乘结构方程模型分析了巴基斯坦酒店消费者通过自我管理的结构化调查问卷收集的 387 份答复。

发现

研究结果表明，归属责任和自我超越价值观是预测消费者对绿色酒店意愿的重要因素。此外，GSI 在自我保护价值观、自我超越价值观和态度之间显着调节。然而，自我保护价值观和态度之间的关联并不显着。

实际影响

这项研究可以帮助酒店管理层规划和实施有效的酒店营销策略。酒店营销人员应关注自我超越的价值观、赋予的责任，并强调利用这些方面来维持绿色酒店的采用。

原创性/价值

该研究通过添加归属责任来扩展施瓦茨个人价值观框架，为有关消费者访问绿色酒店意愿的前因的文献做出了贡献。此外，作者将 GSI 作为调节器，以了解消费者对巴基斯坦绿色酒店的访问意图。