Mediating effect of reasons on the relationship between altruism and green hotel patronage intention

Consumer Values, Attitudes, and Behavior towards Plant-Based Alternatives

This study investigated the impact of consumer values and attitudes to consuming plant-based alternatives (PBAs), using the value-attitude-behavior framework. The research model and hypotheses were tested using a two-step approach to structural equation modeling on 392 responses collected from PBA consumers through a research company in Korea in November 2023. The results indicated that environmental consciousness and health consciousness significantly affected attitudes toward PBAs. Also, positive attitudes toward PBAs were critical for the formation of repurchase intentions for PBAs and PBA restaurant visit behavior. Our study contributes to both academics and PBA practitioners by showing how consumer values are associated with attitudes, PBAs repurchase intentions, and PBAs restaurant visits.

Integrating values, ascribed responsibility and environmental concern to predict customers' intention to visit green hotels: the mediating role of personal norm

Introduction

It is crucial to understand the environmental friendly behavior of tourists. The utilization of natural resources by the tourists poses a significant threat to environmental sustainability. Fostering environmental friendly practices within tourism industry will help to protect future generation. The current study will evaluate the influence of values, ascribed responsibility, environmental concern and personal norms on customers' intention to visit green hotels. Furthermore, it will assess the mediating effect of personal norms via ascribed responsibility and environmental concern.

Methods

The study collected data from Data 347 customers through a questionnaire survey method. Partial least square-structural equation model (PLS-SEM) was employed for the analysis of data.

Results and discussion

The findings indicate that values are significant factors affecting ascribed responsibility and environmental concern. Environmental concern direct impact on intention was insignificant. However, the environmental concern significantly affect intention to visit green hotels via personal norms indicating full mediating impact of personal norms.

The Influence of Tourists’ Online Value Co-creation Behavior on Consumer-Brand Relationship Quality: The Moderating Effect of Altruism

In recent years, there is the popular phenomenon of “grass planting” marketing. The value co-creation behavior of ordinary consumers KOC (key opinion consumer) in the online community is sometimes out of utilitarian intentions, which is deemed as plain people’s “grass planting” advertising in a certain degree. We collected the tourists’ data in Chinese Grand Canal National Cultural Park, analyzed the impact of value co-creation behaviors such as tourists’ experience sharing, topic discussions, and suggestions in online communities on the value of tourism experience and the quality of brand relationships under the “planting grass” marketing environment and verified the moderating mechanism of tourist altruism in it. According to the results, tourists’ online value co-creation behavior has a significant positive impact on the consumer-brand relationship quality, and experience value plays a mediating role. Tourists’ online value co-creation behavior has a significant positive impact on experience value, in which altruism plays a moderating role. The greater the tendency of altruism, the higher the impact of tourists’ value co-creation behaviors on their experience value, and vice versa. This conclusion is not only of great significance in deepening and improving theories of value co-creation, altruism, experience value and consumer-brand relationship quality, but also has important certain management enlightenment on how to combine the design of merchant value co-creation incentive mechanism with altruism in “grass planting” marketing.

Exploring Recreationist-Environment Fit Hospitality Experiences of Green Hotels in China

To develop the hotel industry’s competitiveness, research on satisfaction and revisit intentions has always been important. More research has recently focused on guests’ pro-environmental behaviors and low-carbon management in the hotel industry. This research creates a recreationist-environmental fit satisfaction-revisit intention model based on the recreationist-environmental fit theory. This study surveyed seven green-standard hotels in Sanya, China, and tested the moderating effect of guests’ environmental behavior on their satisfaction and willingness to revisit. Self-administered questionnaires were distributed to respondents who had visited the surveyed green-standard hotels. Two hundred and forty-five valid questionnaires were collected with the hypotheses developed and examined using the SEM and HMR methods. The results indicated that the suitability of a leisure environment could positively impact guest satisfaction, which positively affected their willingness to revisit. In addition, this study proved the moderating effect of guests’ pro-environmental behaviors between satisfaction and revisit intentions.