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Article

Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms

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Department of Tourism, Food and Beverage Management, Chang Jung Christian University, Tainan 71101, Taiwan
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International Bachelor Program of Agribusiness, National Chung Hsing University, Taichung 40227, Taiwan
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Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung 40201, Taiwan
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Department of Medical Management, Chung Shan Medical University Hospital, Taichung 40201, Taiwan
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Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung 40201, Taiwan
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Author to whom correspondence should be addressed.
Sustainability 2019, 11(3), 819; https://doi.org/10.3390/su11030819
Received: 3 January 2019 / Revised: 22 January 2019 / Accepted: 1 February 2019 / Published: 4 February 2019
(This article belongs to the Special Issue Sustainability in Asian Emerging Markets)
Consumer awareness of environmental protection and energy conservation concepts has prompted businesses in the hotel industry to adopt green operations. Most studies of the hotel industry have discussed the behavioral intentions (BIs) of consumers based on the theory of planned behavior (TPB), but they have not considered emotional and motivational factors. The present study incorporated two incentive mechanisms and the anticipated positive and negative emotions of consumers into the TPB to explore the relationship between BIs and green hotel development. Structural equation modeling was applied to test the research hypotheses. The results indicate that (1) a positive correlation exists between environmental attitude, subjective norms, perceived behavioral control (PBC), positive anticipated emotion, and desire intention (DI), and a negative correlation exists between negative anticipated emotions and DI; (2) a positive correlation exists between PBC, DI, and BI; and (3) an incentive mechanism has a moderating effect on the relationship between DI and BI. View Full-Text
Keywords: sustainable consumption; green purchase behavior; corporate green strategies; corporate environmental responsibility; sustainable hotel practices sustainable consumption; green purchase behavior; corporate green strategies; corporate environmental responsibility; sustainable hotel practices
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MDPI and ACS Style

Ting, C.-T.; Hsieh, C.-M.; Chang, H.-P.; Chen, H.-S. Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms. Sustainability 2019, 11, 819. https://doi.org/10.3390/su11030819

AMA Style

Ting C-T, Hsieh C-M, Chang H-P, Chen H-S. Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms. Sustainability. 2019; 11(3):819. https://doi.org/10.3390/su11030819

Chicago/Turabian Style

Ting, Chung-Te, Chi-Ming Hsieh, Hsiao-Ping Chang, and Han-Shen Chen. 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms" Sustainability 11, no. 3: 819. https://doi.org/10.3390/su11030819

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