整合生态价值观与计划行为理论预测顾客绿色饭店消费意向
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摘要
为揭示顾客绿色饭店消费意向的驱动因素和形成机制,文章整合了价值观—态度—行为的认知层次模型和计划行为理论,检验绿色消费情境下,生态价值观、主观规范、态度和感知行为控制对绿色饭店消费意愿的影响效应,以及绿色饭店知识的调节作用。通过对310份样本数据进行结构方程模型分析,发现生态价值观、主观规范直接和通过态度间接影响顾客绿色饭店消费意愿,而且绿色饭店知识水平会调节上述关系。基于上述结论,文章提出了促进顾客绿色饭店消费的路径和管理启示。
This research was designed to provide a comprehensive understanding of the formation of travelers' proenvironmental intentions in a green lodging context by merging value-attitude-behavior theory and the theory of planned behavior into one theoretical framework and by considering the moderating impact of green hotel knowledge. Results of the structural analysis from a sample of 310 guests showed that this unified model includes a satisfactory level of prediction power for pro-environmental intention. Findings also supported the hypothesized relationships among study variables, identified the prominent role of value and perceived behavioral control in generating intention, and verified the mediating impact of study variables. In addition, the invariance test identified the significant moderating impact of green hotel knowledge. Specifically, the role of attitude, perceived behavioral control in forming intention was found to be more important when customers felt sufficient environmental knowledge.
This research was designed to provide a comprehensive understanding of the formation of travelers' proenvironmental intentions in a green lodging context by merging value-attitude-behavior theory and the theory of planned behavior into one theoretical framework and by considering the moderating impact of green hotel knowledge. Results of the structural analysis from a sample of 310 guests showed that this unified model includes a satisfactory level of prediction power for pro-environmental intention. Findings also supported the hypothesized relationships among study variables, identified the prominent role of value and perceived behavioral control in generating intention, and verified the mediating impact of study variables. In addition, the invariance test identified the significant moderating impact of green hotel knowledge. Specifically, the role of attitude, perceived behavioral control in forming intention was found to be more important when customers felt sufficient environmental knowledge.
引文
[1]魏卫,赵思香,杨新凤,等.酒店业推广节能减排影响因素的实证研究——以广东省星级酒店为例[J].旅游学刊,2010(3):35~40.
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[12]Kang J,Jun J,Arendt S W.Understanding customers’healthy food choices at casual dining restaurants:Using the valueattitude-behavior model[J].International Journal of Hospitality Management,2015,48(7):12-21.
[13]Schwartz S H,Sagiv L.Identifying culture-specifics in the content and structure of values[J].Journal of Cross-Cultural Psychology,1995,26(1):92-116.
[14]Thompson S C G,Barton M A.Ecocentric and anthropocentric attitudes toward the environment[J].Journal of Environmental Psychology,1994,14(2):149-157.
[15]Shrum L J,Mc Carty J A,Lowrey T M.Buyer characteristics of the green consumer and their implications for advertising strategy[J].Journal of Advertising,2013,24(2):71-82.
[16]Chan L,Bishop B.A moral basis for recycling:Eχtending the theory of planned behaviour[J].Journal of Environmental Psychology,2013,36(12):96-102.
[17]Chen A,Peng N.Green hotel knowledge and tourists’staying behavior[J].Annals of Tourism Research,2012,39(4):2211-2216.
[18]Yong J K,Njite D,Hancer M.Anticipated emotion in consumers’intentions to select eco-friendly restaurants:Augmenting the theory of planned behavior[J].International Journal of Hospitality Management,2013,34(1):255-262.
[19]Fryxell G E,Carlos W H L.The influence of environmental knowledge and values on managerial behaviors on behalf of the environmental:An empirical eχamination of managers in China[J].Journal of Business Ethics,2003,46(1):45-49.
[20]Cegarra-Navarro J G,Aurora M M.Managing environmental knowledge through learning processes in Spanish hospitality companies[J].Spanish Journal of Psychology,2010,13(2):827-840.
[21]Stern P C,Dietz T,Abel T.A value-belief-norm theory of support for social movements:The case of environmentalism[J].Human Ecology Review,1999,6(2):81-97.
[22]Bagozzi R P,Yi Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[23]Fornell C,Larcker D F.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
[24]Yoo B.Cross-group comparisons:A cautionary note[J].Psychology&Marketing,2002,19(4):357-368.
[2]李沐纯,魏卫.近十年我国绿色饭店研究综述[J].华南理工大学学报:社会科学版,2010(1):23~28.
[3]Han H,Hsu L J,Sheu C.Application of the theory of planned behavior to green hotel choice:Testing the effect of environmental friendly activities[J].Tourism Management,2010,31(3):325-334.
[4]Teng Y M,Wu K S,Liu H H.Integrating altruism and the theory of planned behavior to predict patronage intention of a green hotel[J].Journal of Hospitality&Tourism Research,2015,39(3):299-315.
[5]Fishbein M A,Ajzen I.Belief,attitude,intention and behavior:An introduction to theory and research[M].Reading,MA:AddisonWesley,1975.
[6]Ajzen I.The theory of planned behavior[J].Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[7]Lee M J,Back K J.Association meeting participation:A test of competing models[J].Journal of Travel Research,2009,46(3):300-310.
[8]Vermeir I,Verbeke W.Sustainable food consumption among young adults in Belgium:Theory of planned behavior and the role of confidence and values[J].Ecological Economics,2008,64(3):542-553.
[9]Brown T J,Ham S H,Hughes M.Picking up litter:An application of theory-based communication to influence tourist behaviour in protected areas[J].Journal of Sustainable Tourism,2010,18(7):879-900.
[10]Honkanen P,Verplanken B,Olsen S O.Ethical values and motives driving organic food choice[J].Journal of Consumer Behaviour,2006,5(5):420-430.
[11]Alina T,Ottar O S,Dopico D C.The effects of health benefit information on consumer health value,attitudes,and intentions[J].Biological Journal of the Linnean Society,2009,100(4):847-855.
[12]Kang J,Jun J,Arendt S W.Understanding customers’healthy food choices at casual dining restaurants:Using the valueattitude-behavior model[J].International Journal of Hospitality Management,2015,48(7):12-21.
[13]Schwartz S H,Sagiv L.Identifying culture-specifics in the content and structure of values[J].Journal of Cross-Cultural Psychology,1995,26(1):92-116.
[14]Thompson S C G,Barton M A.Ecocentric and anthropocentric attitudes toward the environment[J].Journal of Environmental Psychology,1994,14(2):149-157.
[15]Shrum L J,Mc Carty J A,Lowrey T M.Buyer characteristics of the green consumer and their implications for advertising strategy[J].Journal of Advertising,2013,24(2):71-82.
[16]Chan L,Bishop B.A moral basis for recycling:Eχtending the theory of planned behaviour[J].Journal of Environmental Psychology,2013,36(12):96-102.
[17]Chen A,Peng N.Green hotel knowledge and tourists’staying behavior[J].Annals of Tourism Research,2012,39(4):2211-2216.
[18]Yong J K,Njite D,Hancer M.Anticipated emotion in consumers’intentions to select eco-friendly restaurants:Augmenting the theory of planned behavior[J].International Journal of Hospitality Management,2013,34(1):255-262.
[19]Fryxell G E,Carlos W H L.The influence of environmental knowledge and values on managerial behaviors on behalf of the environmental:An empirical eχamination of managers in China[J].Journal of Business Ethics,2003,46(1):45-49.
[20]Cegarra-Navarro J G,Aurora M M.Managing environmental knowledge through learning processes in Spanish hospitality companies[J].Spanish Journal of Psychology,2010,13(2):827-840.
[21]Stern P C,Dietz T,Abel T.A value-belief-norm theory of support for social movements:The case of environmentalism[J].Human Ecology Review,1999,6(2):81-97.
[22]Bagozzi R P,Yi Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[23]Fornell C,Larcker D F.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
[24]Yoo B.Cross-group comparisons:A cautionary note[J].Psychology&Marketing,2002,19(4):357-368.