The effect of environmental concern and global environmental connectedness on green purchase intention of hotel customers in Malaysia Online publication date: Wed, 18-Jan-2023
by Punitha Sinnappan; Farah Akmar Anor Salim; Mazuwin Binti Haja Maideen; Shamuni Kunjiapu
International Journal of Sustainable Society (IJSSOC), Vol. 15, No. 1, 2023
Abstract: This study attempts to investigate the key antecedents of green purchase intention of hotel customers in Malaysia. This study is guided by two research objectives: 1) to examine the relationship between environmental concern (EC) and green purchase intention (GPI); 2) to examine the relationship between global environmental connectedness (GEC) and green purchase intention (GPI). A total of 765 usable questionnaires are obtained from hotel customers through stratified random sampling (SRS) technique. The effects of EC and GEC on GPI are investigated by using the structural equation modelling (SEM). Findings suggest that EC and GEC positively affect GPI. Additionally, among these two independent variables, GEC has the best ability to predict GPI. Then, this study discusses the managerial implications arising from these findings. Lastly, limitations and directions for future research are addressed.
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