Title: The effect of environmental concern and global environmental connectedness on green purchase intention of hotel customers in Malaysia

Authors: Punitha Sinnappan; Farah Akmar Anor Salim; Mazuwin Binti Haja Maideen; Shamuni Kunjiapu

Addresses: Department of Marketing Strategy and Innovation, Sunway University Business School, 47500 Petaling Jaya, Selangor, Malaysia ' Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia, 54100 Kuala Lumpur, Malaysia ' Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia, 54100 Kuala Lumpur, Malaysia ' Faculty of Accountancy, Management and Economics, New Era University College, 43000 Kajang, Selangor, Malaysia

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.

Keywords: environmental concern; global environmental connectedness; GEC; green purchase intention; GPI; theory of planned behaviour; TPB; consumer behaviour; environmental sustainability; green marketing; green hotels; hotel industry; Malaysia.

DOI: 10.1504/IJSSOC.2023.128364

International Journal of Sustainable Society, 2023 Vol.15 No.1, pp.1 - 19

Received: 08 Dec 2021
Received in revised form: 23 Apr 2022
Accepted: 03 Aug 2022
Published online: 18 Jan 2023 *

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