The impact of deontological and teleological variables on the intention to visit green hotel: The moderating role of trust
Green hotels have grown in popularity due to customers' increased awareness of environmental issues. This study aims to construct and evaluate a model that combines the theory of Planned Behavior (TPB) and the theory of ethics to explain green hotel visitors' intentions and behavior. The s...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2023-04-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844023019278 |
| _version_ | 1797837091252469760 |
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| author | Md Mahbubul Haq Masum Miah Subarna Biswas S.M. Mahbubur Rahman |
| author_facet | Md Mahbubul Haq Masum Miah Subarna Biswas S.M. Mahbubur Rahman |
| author_sort | Md Mahbubul Haq |
| collection | DOAJ |
| description | Green hotels have grown in popularity due to customers' increased awareness of environmental issues. This study aims to construct and evaluate a model that combines the theory of Planned Behavior (TPB) and the theory of ethics to explain green hotel visitors' intentions and behavior. The study also considers the role of trust & subjective norms as a moderator. The framework of the study was evaluated using a quantitative method. Most of the respondents to the study, which was carried out in Noakhali, Bangladesh, were students at Noakhali Science and Technology University and their family members. The data was collected from 414 respondents and analyzed using the structural equation modeling (SEM) technique. The data collection took around two weeks, starting from December 3, 2021. According to the study's findings, the deontological (Moral obligation and justice) and teleological variables (perceived benefit and perceived risk) significantly influence green hotel visitors' intentions and actual behavior. Moreover, trust noticeably influences the relationship between subjective norm (SN) and Intention, and subjective norm affects the connection between attitude and intention. Therefore, hotel management can utilize this research to examine and understand visitors' intention and actual behavior to visit green hotels, which will assist them in attracting guests by portraying their services as eco-friendly. Furthermore, the findings may help hotel management formulate competitive marketing strategies, design effective promotional tools, and help generate an eco-conscious customer base. |
| first_indexed | 2024-04-09T15:19:12Z |
| format | Article |
| id | doaj.art-54b04baf4185455f9fb3a56680510b32 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-04-09T15:19:12Z |
| publishDate | 2023-04-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-54b04baf4185455f9fb3a56680510b322023-04-29T14:50:39ZengElsevierHeliyon2405-84402023-04-0194e14720The impact of deontological and teleological variables on the intention to visit green hotel: The moderating role of trustMd Mahbubul Haq0Masum Miah1Subarna Biswas2S.M. Mahbubur Rahman3Department of Business Administration, Noakhali Science & Technology University, Bangladesh; Doctoral School of Business and Management, Corvinus University of Budapest, Hungary; Corresponding author.Department of Business Administration, Noakhali Science & Technology University, Bangladesh; Doctoral School in Management and Organizational Sciences, Hungarian University of Agriculture and Life Sciences (MATE), HungaryDepartment of Business Administration, Noakhali Science & Technology University, BangladeshDepartment of Business Administration, Noakhali Science & Technology University, BangladeshGreen hotels have grown in popularity due to customers' increased awareness of environmental issues. This study aims to construct and evaluate a model that combines the theory of Planned Behavior (TPB) and the theory of ethics to explain green hotel visitors' intentions and behavior. The study also considers the role of trust & subjective norms as a moderator. The framework of the study was evaluated using a quantitative method. Most of the respondents to the study, which was carried out in Noakhali, Bangladesh, were students at Noakhali Science and Technology University and their family members. The data was collected from 414 respondents and analyzed using the structural equation modeling (SEM) technique. The data collection took around two weeks, starting from December 3, 2021. According to the study's findings, the deontological (Moral obligation and justice) and teleological variables (perceived benefit and perceived risk) significantly influence green hotel visitors' intentions and actual behavior. Moreover, trust noticeably influences the relationship between subjective norm (SN) and Intention, and subjective norm affects the connection between attitude and intention. Therefore, hotel management can utilize this research to examine and understand visitors' intention and actual behavior to visit green hotels, which will assist them in attracting guests by portraying their services as eco-friendly. Furthermore, the findings may help hotel management formulate competitive marketing strategies, design effective promotional tools, and help generate an eco-conscious customer base.http://www.sciencedirect.com/science/article/pii/S2405844023019278Green hotelStructural equation modelingTheory of planned behaviorEthical theorySmartpls |
| spellingShingle | Md Mahbubul Haq Masum Miah Subarna Biswas S.M. Mahbubur Rahman The impact of deontological and teleological variables on the intention to visit green hotel: The moderating role of trust Heliyon Green hotel Structural equation modeling Theory of planned behavior Ethical theory Smartpls |
| title | The impact of deontological and teleological variables on the intention to visit green hotel: The moderating role of trust |
| title_full | The impact of deontological and teleological variables on the intention to visit green hotel: The moderating role of trust |
| title_fullStr | The impact of deontological and teleological variables on the intention to visit green hotel: The moderating role of trust |
| title_full_unstemmed | The impact of deontological and teleological variables on the intention to visit green hotel: The moderating role of trust |
| title_short | The impact of deontological and teleological variables on the intention to visit green hotel: The moderating role of trust |
| title_sort | impact of deontological and teleological variables on the intention to visit green hotel the moderating role of trust |
| topic | Green hotel Structural equation modeling Theory of planned behavior Ethical theory Smartpls |
| url | http://www.sciencedirect.com/science/article/pii/S2405844023019278 |
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