Search Results (2)

In this study, value-belief-norm (VBN) theory and the social exchange theory (SET) were applied to predict hotel customers’ pro-environmental responsibility behavior intention (PRBI) for the characteristics of NBSs in green hotels—specifically, to investigate the relationship between NBSs as green hotel and PRBI, and to test its mediating effect on pro-environmental perceived (PPV), pro-environmental perceived belief (PPVBE), personal pro-environmental norms (PPN), attitude toward environmental behavior (ATEB), mental health (MH), well-being (WB), and satisfaction (SA) and the moderating effect of locations (urban, rural) among these variables toward pro-environmental responsibility behavior intention (PRBI). Data were collected using a survey of 440 customers who had visited green hotels in the Republic of Korea within the last 12 months. We used to test the research hypotheses by structural equation modeling (SEM). The findings generally supported the hypothesized associations between variables within our proposed theoretical framework and confirmed the moderating effect of location. The study’s results have important theoretical and practical implications for the environment. We investigated the relationship between the characteristics of NBSs and PRBI of green hotels, and we investigated the relationship between psychological state, attitude, and behavior of green hotel customers by applying variables suitable for ART, SET, and VBN. In addition, we verified the moderating effect of customers’ green behavior and attitudes toward green hotels located in urban and rural areas. Moreover, these findings herein may encourage green hotels to participate in preventing environmental problems. It provides primary data on customers’ perception of ecofriendliness in establishing corporate management strategies. Full article

Value–belief–norm (VBN) theory provides a valuable framework for identifying the social-psychological determinants of various types of pro-environmental behavior. However, limited empirical study has tested the applicability of VBN theory in the western minority areas of China. Given Mongolian college students’ crucial role in promoting the sustainable development of the Inner Mongolia Autonomous Region (IMAR) of China, this study investigates how VBN clusters of variables, namely, values, the new environmental paradigm (NEP) and pro-environmental personal norms (PPN), influence Mongolian college students’ self-reported public-sphere pro-environmental behavior (PSPB). The subjects were 1034 Mongolian college students from three large public universities in Hohhot. A structural equation model (SEM) and bootstrapping analyses revealed that: (1) altruistic values have a significant positive influence on PSPB, egoistic values negatively influence PSPB, and biospheric values have no significant influence on PSPB; (2) egoistic values negatively predict NEP and biospheric values positively predict NEP, whereas altruistic values have no direct impact on NEP; (3) NEP has a positive influence on PPN; (4) PPN has a significant positive impact on PSPB; and (5) biospheric and egoistic values have an indirect effect on PSPB through NEP and PPN. The findings provided evidence for the cross-cultural applicability of VBN theory in a Mongolian college student sample. Theoretical and practical implications were discussed, and recommended directions for future research were suggested. Full article