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Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia

Malaysia is one of the favourite destinations of tourists around the world; the numbers of tourists who visit this country increases gradually. Nowadays, environmental problems are discussed considerably, and people are starting to be aware of conservation activities. In the hotel industry, green...

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Main Author: Moghadas, Shayesteh
Format: Thesis
Language:English
Published: 2017
Online Access:http://psasir.upm.edu.my/id/eprint/70837/1/FEP%202017%2017%20-%20IR.pdf
http://psasir.upm.edu.my/id/eprint/70837/
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spelling my.upm.eprints.708372019-08-29T06:57:28Z http://psasir.upm.edu.my/id/eprint/70837/ Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia Moghadas, Shayesteh Malaysia is one of the favourite destinations of tourists around the world; the numbers of tourists who visit this country increases gradually. Nowadays, environmental problems are discussed considerably, and people are starting to be aware of conservation activities. In the hotel industry, green hotel is becoming a new trend that can attract guests who are concerned about the environment and intend to be involved in green practices. The general objective of this study is to investigate the relationship of attitude, subjective norms, perceived behavioural control, and perceived value with behavioural intention and its influence on behaviour and willingness to pay. The target population of this study was 329 domestic and international tourists, who visited green hotels in Malaysia during the survey period. The collected data were statistically analysed using SPSS 21 and AMOS 21. The findings of this study support the hypothesized relationship proposed in the theoretical model. Specifically, the result of Structural Equation Model revealed a relationship between TPB model, perceived value and guests’ behaviour toward selecting green hotels in Malaysia. The results of the specific hypotheses tests indicate a significant relationship between the behavioural intentions and behavioural, willingness to pay of guests who selecting green hotels. This study contributes new knowledge on the relationship between TPB and the behavioural intention and behaviour of guests toward green hotels. The study also extends the literature regarding the effect of the perceived value of guests on their behavioural intention and behaviour toward selecting green hotels in Malaysia. The study can benefit hotel marketers, especially those of green hotels, in their understanding of what tourists want and need. The findings of this study guide the designing of effective marketing strategies to increase consumer behavioural intention as well as to influence current tourists’ intention to return and recommend green hotels in Malaysia to others. 2017-05 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/70837/1/FEP%202017%2017%20-%20IR.pdf Moghadas, Shayesteh (2017) Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia. Masters thesis, Universiti Putra Malaysia.
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Malaysia is one of the favourite destinations of tourists around the world; the numbers of tourists who visit this country increases gradually. Nowadays, environmental problems are discussed considerably, and people are starting to be aware of conservation activities. In the hotel industry, green hotel is becoming a new trend that can attract guests who are concerned about the environment and intend to be involved in green practices. The general objective of this study is to investigate the relationship of attitude, subjective norms, perceived behavioural control, and perceived value with behavioural intention and its influence on behaviour and willingness to pay. The target population of this study was 329 domestic and international tourists, who visited green hotels in Malaysia during the survey period. The collected data were statistically analysed using SPSS 21 and AMOS 21. The findings of this study support the hypothesized relationship proposed in the theoretical model. Specifically, the result of Structural Equation Model revealed a relationship between TPB model, perceived value and guests’ behaviour toward selecting green hotels in Malaysia. The results of the specific hypotheses tests indicate a significant relationship between the behavioural intentions and behavioural, willingness to pay of guests who selecting green hotels. This study contributes new knowledge on the relationship between TPB and the behavioural intention and behaviour of guests toward green hotels. The study also extends the literature regarding the effect of the perceived value of guests on their behavioural intention and behaviour toward selecting green hotels in Malaysia. The study can benefit hotel marketers, especially those of green hotels, in their understanding of what tourists want and need. The findings of this study guide the designing of effective marketing strategies to increase consumer behavioural intention as well as to influence current tourists’ intention to return and recommend green hotels in Malaysia to others.
format Thesis
author Moghadas, Shayesteh
spellingShingle Moghadas, Shayesteh
Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia
author_facet Moghadas, Shayesteh
author_sort Moghadas, Shayesteh
title Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia
title_short Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia
title_full Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia
title_fullStr Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia
title_full_unstemmed Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia
title_sort factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in malaysia
publishDate 2017
url http://psasir.upm.edu.my/id/eprint/70837/1/FEP%202017%2017%20-%20IR.pdf
http://psasir.upm.edu.my/id/eprint/70837/
_version_ 1643839781559336960
score 13.211869

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