consumers’ environmental behaviour towards staying at a green hotel

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Management of Environmental Quality: An International JournalConsumers environmental behaviour towards staying at a green hotel:

Moderation of green hotel knowledgeNorazah Mohd Suki Norbayah Mohd Suki

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To cite this document:Norazah Mohd Suki Norbayah Mohd Suki , (2015),"Consumers environmental behaviour towardsstaying at a green hotel", Management of Environmental Quality: An International Journal, Vol. 26 Iss1 pp. 103 - 117Permanent link to this document:http://dx.doi.org/10.1108/MEQ-02-2014-0023

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Kamal Manaktola, Vinnie Jauhari, (2007),"Exploring consumer attitude and behaviour towardsgreen practices in the lodging industry in India", International Journal of Contemporary HospitalityManagement, Vol. 19 Iss 5 pp. 364-377 http://dx.doi.org/10.1108/09596110710757534

Eric S.W. Chan, (2013),"Gap analysis of green hotel marketing", International Journal ofContemporary Hospitality Management, Vol. 25 Iss 7 pp. 1017-1048 http://dx.doi.org/10.1108/

IJCHM-09-2012-0156Yang Jiang, Youngtae Kim, (2015),"Developing multi-dimensional green value: Extending SocialExchange Theory to explore customers purchase intention in green hotels evidence from Korea",International Journal of Contemporary Hospitality Management, Vol. 27 Iss 2 pp. 308-334 http://dx.doi.org/10.1108/IJCHM-08-2013-0383

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Consumersenvironmental

behaviour towards stayingat a green hotelModeration of green hotel knowledge

Norazah Mohd SukiLabuan Faculty of International Finance, Universiti Malaysia Sabah,

Labuan, Malaysia, and

Norbayah Mohd SukiFaculty of Computing and Informatics, Universiti Malaysia Sabah,

Labuan, Malaysia

Abstract

Purpose The purpose of this paper is to examine the relationship between returning consumerenvironmental behaviour and tourists propensity to stay in a green hotel, particularly in the Malaysiancontext. Next, the influence of a moderating variable (i.e. green hotel knowledge) on returning touristspropensity to stay in a green hotel is also examined.Design/methodology/approach The research used a hierarchical regression for data analysisacross a sample of 400 young respondents who stayed at a green hotel at least once in a year. Theirparticipation was purely voluntary.Findings Empirical analysis via hierarchical regressions confirmed that returning tourists intentionto stay at a green hotel was influenced positively by perceived behavioural control and attitude.

However, the subjective norm was found to be not significantly related to returning touristsintentionto stay at a green hotel.

Research limitations/implications The current data were only collected from respondentswithin one area which may not represent the entire population of Malaysia. Hence, it is imperative thatsample size be expanded, and wider geographical areas with different cultural values covered toimprove generalizability of findings.Practical implications These empirical results may benefit the hotel industry involved in greeninitiatives and activities in formulating effective marketing strategies to review the demand ofreturning consumers to stay in green hotels and evaluate the acceptance level of the returningconsumers towards green behaviour. The hotel industry should take its environmental and socialresponsibility seriously and uphold aspects of energy efficiency, natural resources and environmentand indoor environmental quality in business operations in a sustainable manner besides focusing onmaximizing profit.

Originality/value The results of this study offer a new forward motion to the findings of priorstudies on environmental behaviour, which is not much covered in the literature in the Malaysiancontext by providing additional information in narrowing the research gap with regard tounderstanding returning consumersintention to stay in green hotels. Next, the proposed frameworkcould be the basis for further research investigating returning consumers intention to stay in greenhotels, within the Malaysian context.

Keywords Knowledge, Attitude, Environment, Green hotel, Perceived behavioural control,Subjective norm

Paper typeResearch paper

1. IntroductionHotels that are nature-oriented, environmentally focused and environment friendly

(i.e. eco-friendly) in use of energy, water, and materials that do not exacerbate impacts

Management of Environmental

Quality: An International Journal

Vol. 26 No. 1, 2015

pp. 103-117 EmeraldGroupPublishing Limited

1477-7835

DOI 10.1108/MEQ-02-2014-0023

Received 22 February 2014Revised 4 May 2014

11 June 2014Accepted 25 July 2014

The current issue and full text archive of this journal is available on Emerald Insight at:

www.emeraldinsight.com/1477-7835.htm

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on the earth and environment (Chen and Peng, 2012; Fryxell and Lo, 2003). Examplesof green hotels in the Asian region include the Orchid Hotel, in India, Banyan TreeBangkok in Thailand, Sheraton Incheon Hotel in South Korea, Fairmont

Singapore in Singapore, and La Residence dAngkor Hotel in Cambodia, while SukauRainforest Lodge in Sabah, Shangri-La Hotel in Kuala Lumpur, Shangri-Las Tanjung

Aru Resort and Spa in Sabah, and Shangri-Las Rasa Sayang Resort and Spa inPenang, Malaysia (Asia Green Buildings, 2013). The above-mentioned hotels supportgreen and ecological practices in protecting the surroundings, and have beenawarded eco-certification standards and environmental management standards suchas ISO 14001.

Environmental management standards and certifications strengthen consumerconfidence in the hotel service delivery and contribute towards its financial andenvironmental performance by reducing the environmental impact and improvingmanagement controls (Darnall et al., 2008; King et al., 2005). Additionally, thecertifications improve regulatory compliance, increase market share, enhance potentialfor premium pricing within the market segments, improve efficiencies, and reputation(Harrington and Knight, 1999; Tibor and Feldman, 1996; Woodside, 2000).

Consumers general environmental knowledge influenced young consumerecological behaviour in their decision-making process, awareness and acceptance ofgreen products and services (Norazah, 2013). Customers with green hotel knowledgeare aware that staying in a green hotel is costly but they are willing to pay more forenvironmentally friendly products and services (Hanet al., 2010; Norazah, 2013). This isdue to their belief that they can contribute to saving the planet and leaving a greenenvironment for future generations (Lee et al., 2010; Han et al., 2011).

Preceding research by Chen and Peng (2012) was conducted on green hotelknowledge among Chinese citizens living in Beijing, Shanghai, and Guangzhou when

visiting countries in the European Union. Insufficient research studies discussreturning guest behaviour at green hotels that partake in environmentally friendlyactivities and initiatives, particularly in the Malaysian context. Hence, the aim of thisresearch is to examine:

(1) the relationship between returning consumer environmental behaviour andreturning touristspropensity to stay in a green hotel; and

(2) the influence of a moderating variable (i.e. green hotel knowledge) on returningtouristspropensity to stay in a green hotel.

Empirical results derived from this study fill the gap in the existing body of literature

pertaining to returning consumer green behaviour, offer a new perspective to thefindings of previous studies, and provide the hotel industry with significantinformation on the attitudes of returning consumer environmental behaviour andtourists propensity to stay in a green hotel in the Malaysian context. Bohdanowicz(2006) pointed out that consumer attitudes and perceptions are important as demandfor green hotel attributes are increasing. Therefore, it is essential for the hotel industryto understand what returning guests want from a green hotel and are fully aware ofattributes that affect their attitudes and perceptions in order to encourage them to stayat the hotel and revisit the same hotel.

The structure of this paper starts with the introduction that describes thebackground of green hotels, followed by a review of literature in Section 2. The paper

then proceeds to discuss the methodology used in the study to carry out the survey,

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before analysing the resultant data. The final section contains the conclusion, considersthe implications of the study and explicates directions for future research.

2. Literature reviewThis study is based on the theory of planned behaviour (TPB) which addresses therelationships between attitude and behaviour (Ajzen, 1991). According to Ajzen (1991)intention is predicted by three factors: attitude towards the behaviour, perception ofsocial pressure to perform the behaviour (subjective norms), and control overperformance of the behaviour (perceived behavioural control). Consumers behaviourwhen staying at a green hotel differs from others in terms of their attitude, subjectivenorm, perceived behaviour control, and intention.

2.1 AttitudeAttitude is related to an individuals like or dislike of performing a behaviour (Tongletet al., 2004), and the individuals overall evaluation of a specific behaviour (Han et al.,2010). Customers have positive attitudes towards the protection of the environment(Watkins, 1994). The green attitude of tourists is influenced by green practicesimplemented by tourism businesses, such as practices of the lodging industry(Manaktola and Jauhari, 2007). The consumers decision to return to a hotel is due to thepositive feeling they experience, and the instant gratification for doing something goodfor the environment (Manaktola and Jauhari, 2007). Foregoing research noted that hotelcustomersenvironmentally friendly attitudes positively affect their intention to stay ata green hotel, spread positive word-of-mouth commendation and willingly pay more forhotels involved in green practices (Chen and Peng, 2012; Choi et al., 2009; Han et al.,2009, 2011; Han and Kim, 2010; Manaktola and Jauhari, 2007). Attitude towards ahotels environmental concern influences tourists future intentions (Chen et al., 2011;

Jirawatet al., 2011). Based on the preceding literature, the following can be hypothesized:

H1. Attitude has a significant relationship with the returning tourists intention tostay in a green hotel.

2.2 Subjective normSubjective norm is related to awareness of social pressure affecting an individual sbehavioural intention and attitude (Han and Kim, 2010; Kim and Han, 2010; Tongletet al., 2004; Ajzen, 1991). It is an individuals beliefs affected by other people such asfamily members and friends who think that an individual should or should not performa particular behaviour (Rivis and Sheeran, 2003). Ryu and Jang (2006) found thatsubjective norms are positively associated with a persons attitude to certain types ofbehaviour. Empirically, there is a relationship between the subjective norms andtourists attitudes towards a green hotel (Teng et al., 2013). Indeed, subjective normsplay an important part in an individuals decision to stay in a green hotel (Han et al.,2010; Lien et al., 2012) and positively influence their intention to revisit a green hotel(Chen and Peng, 2012; Han and Kim, 2010). Consequently, the study posited that:

H2. Subjective norms have a significant relationship with the returning tourists intention to stay in a green hotel.

2.3 Perceived behavioural controlPerceived behavioural control reflects beliefs regarding the access to resources and

opportunities needed to perform behaviour that encompasses: the availability of

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resources needed to engage in the behaviour that include access to money, time, andother resources; and the focal persons self-confidence in the ability to conduct thebehaviour (Ajzen, 1991; Taylor and Todd, 1995). Perceived behavioural control also

refers to ones own capability to control various factors affecting actual behaviour(Han and Kim, 2010; Kim and Han, 2010; Tonglet et al., 2004). Preceding research found

that perceived behavioural control predicts ones behavioural intention (Ajzen, 1991).Lee et al. (2010) affirms that behavioural intention is a crucial factor that explainscustomer behaviours because strong intention is likely to encourage performance.In relation to this study, guest behaviour at green hotels is determined by theresources they are willing to spend on staying in a green hotel. Perceived behaviouralcontrol was found to significantly influence consumersbehavioural intention to stay ina green hotel (Chen and Peng, 2012; Lien et al., 2012). Accordingly, this studyhypothesized that:

H3. Perceived behavioural control has a significant relationship with the returningtourists intention to stay in a green hotel.

2.4 Consumer intentionIntention is related to ones relative strength of purpose in order to perform certainbehaviour (Kim and Han, 2010). Consumer behaviour refers to how individualsmake decisions to spend their available resources (time, money, and effort) onconsumption-related items (Schiffman et al., 2010), particularly how they select,purchase, use, or dispose of products, services, ideas, or experiences to satisfy needsand desires (Solomon et al., 2012). In this study, intention refers to ones intention torepeat a stay in a green hotel. This corresponds to elements such as: intentions tospread positive or negative word-of-mouth commendation of the green hotel;

willingness or unwillingness to pay a premium price for the green hotel room; andintention to revisit or switch to another hotel, resort or green hotel. Han et al. (2009)highlighted staying intentions as the likelihood of the hotel consumers visiting a greenhotel, to engage in positive word-of-mouth behaviour, and be willing to pay more forthe green hotel. Indeed, Chen and Peng (2012), Han et al. (2010), and Lee et al. (2010)reported that consumers attitude towards green behaviour was a significantpredictor of their intention to make positive recommendations and intention to revisita green hotel.

2.5 Green hotel knowledgeGreen hotel knowledge is related to consumers information about the hotel that

supports green and ecological practices in protecting the surrounding in their businessoperation (Chen and Peng, 2012; Fryxell and Lo, 2003). This knowledge has an impacton consumersstaying behaviour and intention to revisit the hotel. Returning touristsintention to revisit a green hotel is due to the positive feeling they experienced, and theinstant gratification for doing something good for the environment (Manaktola and

Jauhari, 2007). Lee et al. (2010) and Norazah (2013) noted that a green hotels overallimage influences consumers intention to make positive recommendations and theintention to revisit the hotel. The following hypothesis is hence developed:

H4. Green hotel knowledge moderates the relationships between returningconsumer environmental behaviour and returning tourists intention to stay

in a green hotel.

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Based on the above-mentioned literature, the proposed theoretical framework isillustrated in Figure 1 where it symbolizes a path analysis methodology for explainingassociations between the various structures.

3. Methodology3.1 Participants and procedureQuestionnaires were distributed to 450 respondents located in Malaysia utilizingconvenience sampling technique as the method allows the researcher to control therepresentativeness of the sample. Respondents were pre-screened and restricted toLabuan residents who had experience staying at a green hotel at least once a year. Datacollection were held from 1 March to 31 March 2013 and they were required to circle theresponse which best described their level of agreement with each of the questionnaireitems. Of these, 400 responses were deemed useful and used in the data analysis with avalid response rate of 89 per cent. Their participation was voluntary and thus leads to

no response bias.

3.2 Questionnaire development and instrumentThe structured close-ended questionnaire was designed on the basis of the objectives ofthis study. The rst part of the three-section questionnaire contained generaldemographic questions, relating to such matters as gender and age, while the secondpart comprised questions about the respondentsexperiences staying at a green hotel.The final part of the questionnaire contained questions on perception of staying at agreen hotel (see Table III) which comprised three items for each construct that suit thecontext of the current research (i.e. green hotel knowledge, attitude, subjective norm,perceived behaviour control, and intention) and requires the respondents to rate their

degree of agreement with the propositions in the survey. This instrument was adoptedfrom Hanet al. (2010) and Chenet al.(2011) while questions on green hotel knowledgewere adapted from Wong and Yeh (2009) and measured on a five-point Likert scaleranging from 1 (strongly disagree) to 5 (strongly agree) using multi-item scales.

3.3 Data analysisThe completed and structured close-ended questionnaires were coded and keyed inStatistical Package for Social Sciences (SPSS) computer program version 21 anddescriptive analysis such as means, standard deviation, and correlation analysis wereperformed. Next, further investigation using hierarchical regression analysis wasexecuted to assess the relationship between a set of independent variables and thedependent variable, controlling the impact of a different set of independent variables(i.e. attitude, subjective norm, and perceived behavioural control) on the dependent

H1

H2

H3

Attitude

SubjectiveNorm Perceived

Behavioural Control

Returning TouristIntention to Stay in

a Green Hotel

Green HotelKnowledge

Figure 1.Proposed theoretical

framework

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variable (i.e. touristsintention to stay in a green hotel), which thereafter could furnishempirical findings in supporting the outlined research objectives.

4. Results4.1 Socio-demographic profile of respondentsTable I depicts the respondentssocio-demographic profile. Female respondents madeup 56 per cent of the sample while males made up 44 per cent. Females can be regardedas part of a growing group of consumers in Malaysia. In terms of religion and age,more than three-quarter of the respondents, i.e. 76 per cent are Muslim and 85 per centare aged less than 25 years, and about 14 per cent are aged 26-35 years. The majority ofrespondents (70 per cent) specified that they had stayed at a green hotel only once ayear. This was followed by 21 per cent of them who had stayed at a green hotel two tothree times a year, while the remaining 9 per cent had stayed at a green hotel more thanfour times a year. Half of the respondents (50 per cent) indicated a preference for green

hotels geared towards an eco-friendly environment as all green hotels are expected tobe eco-friendly despite the design, the ambiance, and the comfortable surroundings.Respondents also preferred green hotels with modern design as compared to hotelswith traditional design (39 and 10 per cent, respectively). In all, 5 per cent of therespondents spent more than Malaysian Ringgit 300 per night for a room at a greenhotel as environment was the vital reason that influenced their stay at a green hotel,followed by factors such as price and brand.

Variables Categories Frequency %

Gender Male 198 44.0Female 252 56.0

Age (years) o25 381 84.726-35 65 14.4W36 4 0.9

Religion Muslim 341 75.8Non-Muslim 109 24.2

Frequency of stay at green hotel per year Once 306 68.02-3 times 96 21.34-5 times 22 4.9W6 times 26 5.8

Room rates at a green hotel oRM200 281 62.4RM200-RM250 126 28.0RM251-RM300 22 4.9WRM300 21 4.7

Preferred green hotel design Modern 176 39.1Eco-friendly 224 49.8Traditional 44 9.8Others 6 1.3

Factor influenced staying at green hotel Brand 35 7.8Price 169 37.6Environment 227 50.4Entertainment 19 4.2

Note:RM, Malaysian ringgit

Table I.Socio-demographicprofiles ofrespondents

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4.2 Reliability analysisThe internal consistency of the constructs was measured via Cronbachs coefficientinorder to determine whether a group of items consistently reflected the construct it was

measuring (Field, 2009). Cronbachs coefficient above the threshold value of 0.70 isconsidered to be high in validity (Hair et al., 2010; Nunnally, 1978). Item deletion is

required if the Cronbachs coefficient is less than 0.70. The reading of Cronbach sfor all the variables as described in Table II exceeds the criterion of 0.70, indicating thesurvey instrument is reliable to measure all constructs consistently and is free fromrandom error.

4.3 Descriptive statistics on environmental behaviour of returning consumersatgreen hotelsThe descriptive statistics on environmental behaviour of returning consumers at greenhotels is presented in Table III. The multi-item statements are designed on a five-point

Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). Respondentsexpressed favourable opinions on environmental behaviour at green hotels as theystated that staying at a green hotel when visiting other countries is positive

Variables No. of Items Cronbachs

Green hotel knowledge 3 0.943Attitude 3 0.825Subjective norm 3 0.892Perceived behavioural control 3 0.836Intention 3 0.899

Table II.Reliability analysis

Items Labels Means SD

Compared to an average person, I am familiar with hotelsenvironmentalpolicies KNO1 3.360 0.806Compared to my friends, I am familiar with hotels green programmes KNO2 3.282 0.879Compared to people who travel a lot, I am familiar with hotels green labels KNO3 3.320 0.868For me, staying at a green hotel when visiting other countries is good ATT1 3.731 0.716For me, staying at a green hotel when visiting other countries is desirable ATT2 3.753 0.680For me, staying at a green hotel when visiting other countries is positive ATT3 3.869 0.592

Most people who are important to me think I should stay at a green hotel whentouring SUBN1 3.167 0.853Most people who are important to me would want me to stay at a green hotelwhen touring SUBN2 3.151 0.761People whose opinions I value would prefer that I stay at a green hotel whentouring SUBN3 3.187 0.807Whether or not I stay at a green hotel when going for tourism activities isunder my control PBC1 3.491 0.834I am confident that if I want, I can stay at a green hotel when touring PBC2 3.607 0.766I have resources, time, and opportunities to stay at a green hotel when touring PBC3 3.536 0.812I am willing to stay at a green hotel when touring INT1 3.549 0.683I plan to stay at a green hotel when touring INT2 3.584 0.754I will make an effort to stay at a green hotel when touring INT3 3.573 0.752

Table III.Environmental

behaviour ofconsumers at

green hotels

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(mean 3.869), besides staying at a green hotel when visiting other countries isdesirable (mean 3.753). This is trailed by the statement staying at a green hotelwhen visiting other countries is goodwith mean 3.731. Empirical evidence has also

ascertained that returning customers are confident that they can stay at a green hotelwhen touring (mean 3.607) and they plan to stay at a green hotel when going onholiday (mean 3.584). Thus, it can be deduced that respondents exhibit positiveenvironmental behaviour at green hotels.

4.4 Correlation analysisPearson correlation coefficient was performed to measure the inter-correlation betweenvariables (see Table IV). Correlation coefficient (r) value of 1 indicates a negativecorrelation and +1 indicates a positive correlation (Pallant, 2007; Tabachnick andFidell, 2007). The multi-items for a construct were computed to produce an averagescore which was used in correlation analysis and hierarchical regression analysis.

Table IV shows that all variables significantly correlated with tourists intentions at

0.01 level. Among the independent variables (i.e. attitude, subjective norm, andperceived behavioural control), perceived behavioural control has the strongestcorrelation coefficient value with touristsintention (r 0.577) and infers that touristsintention is reliant on their perceived behavioural control. On the other hand, attitude(r 0.316), and subjective norm (r 0.133) also show significant results. Attitude andsubjective norm play an important role in the intention of tourists towards green hotel.The skewness of all the items ranges from 0.438 to 0.212, below 2.0. Similarly, thevalues for kurtosis range from 0.452 to 0.198, far less than the cut-off value of 10.Both the skewness and kurtosis are lower than the said value, thus ensuring that thedata used in the study is normally distributed. Means for all constructs, as depicted in

Table IV range from 3.168 to 3.784 on a scale of 1

strongly disagree to 5

stronglyagree which infer that most of the respondents had positive intentions and behaviourtowards green hotels. Highest means appear for the attitude construct. Descriptiveevidence in Table III demonstrates that respondents articulated positive thoughts onstaying at a green hotel, and the experience was desirable and good.

4.5 Relationships with returning touristsintentions and moderation of green hotelknowledgeProposed hypotheses are tested via hierarchical regression analysis as it allowsexamination of the effects of the moderating variable and the independent variables

1 2 3 4 5

Green hotel knowledge 1.000Attitude 0.549** 1.000Subjective norm 0.229** 0.198** 1.000Perceived behavioural control 0.331** 0.202** 0.027 1.000Intention 0.447** 0.316** 0.133** 0.577** 1.000Mean 3.321 3.784 3.168 3.544 3.569SD 0.807 0.572 0.732 0.698 0.667Skewness 0.175 0.046 0.438 0.212 0.052Kurtosis 0.315 0.198 0.452 0.260 0.158

Note:**Significant at the 0.01 level (two-tailed)

Table IV.Correlation analysisamong variables

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separately. Moderating variable is a moderator that can strengthen or weaken therelationship between an independent variable and a dependent variable. In this study,green hotel knowledge is the moderating variable. Results enumerated in Table V infer

that all the independent variables have variance inflation factor (VIF) values rangingfrom 1.000 to 1.581 which is less than the cut-off point of 10, and tolerance valuesranging from 0.632 to 1.000 which is above the threshold of 0.10, thus ensuring thatmulticollinearity is absent. In Step 1, the independent variables (i.e. attitude, subjectivenorm, and perceived behavioural control) were entered.R2 provides information aboutthe level of fit of the regression model and elucidates the percent of variance inreturning touristsintention to stay at a green hotel that can be accounted for by all thepredictors. In Step 2 of the hierarchical regression analysis, green hotel knowledge wasentered and allowed the examination of any increase in explained variance to determinethe effect on returning touristsintention of staying at a green hotel.

The results of the estimated coefficients for Model 1 as detailed in Table V show thatboth attitude (1 0.082,t-value 1.988,po0.10) and perceived behavioural control(3 0.482, t-value 2.524, po0.05) signicantly influence the returning touristsintention to stay at a green hotel. Therefore,H1andH3are reinforced. The second hasthe biggest standardizedcoefficient, signifying it is the most important factor claimedby the respondents to influence their intention to stay at a green hotel. However,subjective norm (2 0.051, pW0.05) has an insignicant relationship with touristsintention to stay at a green hotel, thusH2is not sustained. Further investigation on themoderating effect of green hotel knowledge establishes that green hotel knowledgedoes affect returning touristsintention to stay at a green hotel (po0.05). Thus,H4 ismaintained. The percentage of variance accounted for increased from 20 to 41 per centin the model with the addition of green hotel knowledge in Model 2.

Figure 2 exhibits the normal probability plot (P-P) while Figure 3 illustrates the

scatter plot of the model where no major deviations from norms exist, with most of thescores rectangularly distributed in the centre.

5. DiscussionThis research examined the relationship between returning consumer environmentalbehaviour and returning touristspropensity to stay in a green hotel, particularly in theMalaysian context. Next, the influence of a moderating variable (i.e. green hotelknowledge) on returning tourists propensity to stay in a green hotel was alsoexamined. Empirical results of hierarchical regression analysis discovered that out ofthree hypotheses investigated, two hypotheses were supported where returningtourists intention to stay at a green hotel was effected positively by factors such asattitude and perceived behavioural control.

Collinearity statisticsStandardized coefficients t Sig. Tolerance VIF

Model 1 Green hotel knowledge 0.230* 5.049 0.000 0.632 1.581Attitude 0.082** 1.988 0.060 0.693 1.444Subjective norm 0.051 1.364 0.173 0.937 1.067Perceived behavioural control 0.482* 2.524 0.000 0.887 1.127

Model 2 Green hotel knowledge 0.447* 10.572 0.000 1.000 1.000Notes: *po0.05; **po0.10

Table V.Relationships with

the tourists intentionto stay at a green

hotel

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Observed Cum Prob

ExpectedCumP

rob

1.0

0.8

0.6

0.4

0.2

0.0

0.0 0.2 0.4 0.6 0.8 1.0

Normal P-P Plot of Regression Standardized ResidualDependent Variable: Intention

Figure 2.Normal P-Pplot

ScatterplotDependent Variable: Intention

0 1 2 3123

Regression Standardized Predicted Value

RegressionStanda

rdizedResidual

2

1

0

1

2

3

3

Figure 3.Scatter plot

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The empirical results found that attitude (1 0.082, t-value 1.988, po0.10) hassignificant influence on returning touristsintention to stay at a green hotel, inferringH1 is persistent. Returning tourists with higher knowledge intend to stay at green

hotels when they have positive attitudes towards green hotels such as the greenhotels are desirable and good for the environment. They will also make an effort to stayat a green hotel when they are touring. This finding is comparable with that of priorstudies (Chen and Peng, 2012; Chenet al., 2011; Choiet al., 2009; Hanet al., 2011; Jirawatet al., 2011) which found that hotel customersenvironmental attitudes positively affecttheir intention to stay at a green hotel, their intention to talk about their experienceand willingness to pay more for the hotels practicing green activities and initiatives.Consumers concerned about the environment and its degradation show great interestin the fortification of the environment (Juwaheer et al., 2012).

With regards to subjective norms have a significant relationship with the returningtourists intention to stay in a green hotel, results revealed insignificant relationship(2 0.051, pW0.05), implying H2 is not reinforced. The present survey findingsshowed that returning tourists who do not see themselves as having sufficient greenknowledge rely minimally on the recommendations of others like friends and familymembers (i.e. subjective norms) in determining their stay at green hotels. Results inferthat social pressure does not affect an individuals intention and decision to stay at agreen hotel and such pressure is perceived as an important influence on attitude andbehaviour. This is not consistent with earlier findings (Chen and Peng, 2012; Han et al.,2010; Lien et al., 2012) which were significant at po0.05. At the decision point, mostpeople who are important to them and whose opinions they value would want them tostay at a green hotel when touring.

Further examination of the study uncovered that perceived behavioural control isthe most influential factor that affects returning tourists intention to stay at a green

hotel with standardizedcoefficients of 0.482,t-value of 2.524 atpo0.05), denotingH3is held by the data. In a similar vein, this result aligns with Chen and Peng (2012), andLien et al.s (2012) findings. This study confirmed that consumers intentions aredependent on the width of their access to resources, time, and opportunities to stay at agreen hotel. This means they control innumerable factors such as time, money, andeffort which affect their actual environmental behaviour and intention to stay in agreen hotel. Descriptive findings in Table I are the evidence of these results whereconsumers are willing to spend more than Malaysian Ringgit 300 per night for a roomat a green hotel and prefer a green hotel geared towards eco-friendly design and anenvironment with modern design.

Moreover, in terms of the effect of a moderating variable (i.e. green hotel knowledge)

on returning touristspropensity to stay in a green hotel, empirical results revealed that

green hotel knowledge does affect returning touristsintention to stay at a green hotel(4 0.447,t-value 10.572,po0.05), as a result accepting H4. Results deduced thatthe intention of returning tourists with higher knowledge to stay at green hotels isimpacted by their attitude and perceived behavioural control. This is in agreement withChen and Peng (2012), Lee et al. (2010), and Norazahs (2013) findings.

6. Conclusion and recommendationsThe results of this study offer a new perception of the findings of earlier studies thatcould be of interest to researchers and practitioners in understanding the factorsthat influence returning consumersintention to stay in green hotels, particularly in the

Malaysian context. Empirical analysis of hierarchical regressions confirms that green

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hotel knowledge is able to moderate the relationship between returning consumerattitude and perceived behavioural control with returning touristspropensity to stayin a green hotel. Green hotels offers characteristics such as natural accommodation

and facilities with consideration for green initiatives including green services, greenproducts, and a fine, fresh and comfortable environment (Chen and Peng, 2012; Fryxelland Lo, 2003).

In terms of implication of the current study to practitioners, empirical results wouldbenefit the hotel management involved in green initiatives and activities in formulatingeffective marketing strategies to review the demand of returning consumers to stay ingreen hotels and evaluate the acceptance level of the returning consumers towardsgreen behaviour, particularly in the Malaysian context since this research found thatreturning tourists intention to stay at a green hotel is influenced by their positiveattitude and perceived behavioural control aspects. For example, Table I specified thatreturning consumers preference for green hotels geared towards an eco-friendlyenvironment including the modern design and ambiance, as well as the comfortablesurroundings, which motivated them to stay for more than four times a year. Hence,the hoteliers should educate the potential returning guests on the effort they make inshowing high levels of responsibility towards green, environmentally friendlypractices.

Furthermore, hotel management should also make use of technology to improve theawareness of hotel environmental performance and initiatives through socialnetworking media such as Facebook, Twitter, etc. Next, the hotel managementshould take its environmental and social responsibility seriously and maintain aspectsof energy efficiency, natural resources and environment and indoor environmentalquality in business operation in a sustainable manner besides focusing on maximizingprofit. It is highly regarded that hotel management should continuously control

consumption of non-renewable energy, excessive water use, and the generation ofwaste in operating business activities and make their operations more sustainablewhich could also contribute to the growth of the tourism industry in Malaysia. Table Iexposed that environment was the vibrant reason that impacted returning consumers stay at a green hotel, trailed by factors such as price and brand.

Indeed, the empirical findings also offer academic contributions to the existing bodyof knowledge of returning consumer environmental behaviour, particularly in theMalaysian context, by providing additional information to narrow the research gapwith regard to understanding returning consumers intention to stay in greenhotels. Next, the proposed framework could be the basis for further researchinvestigating returning consumers intention to stay in green hotels. Moreover, the

quantitative data analyses used will eventually allow future researchers to explicatethe contribution of the current study to understanding repeat consumers intentionto stay in green hotels.

However, R2 for the study is o0.50, and connotes that there are still othercontributing issues and factors that can be explored for further investigation such asmotivation and culture. The current data were only collected from the respondentswithin one area which may not represent the entire population of Malaysia. Hence, it isimperative that sample size be expanded, and cover wider geographical areas withdifferent cultural values to improve generalizability of findings. Besides, the researchtargeted people who had already chosen to stay in a green hotel. This in itself might bean indication of the guests affinity to environmental concern. It is recommended

for future research to address the issue of how individuals who have never visited a

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green hotel respond. Next, results can be tested via structural equation modelling withthe presence of mediating and moderating variables to ensure model consistency withthe data and to estimate influences among constructs instantaneously.

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Further reading

Cegarra-Navarro, J.G., Eldridge, S. and Martinez, A.M. (2010), Managing environmentalknowledge through learning processes in Spanish hospitality companies, The SpanishJournal of Psychology, Vol. 13 No. 2, pp. 827-840.

About the authorsDr Norazah Mohd Suki is an Associate Professor at the Labuan Faculty of International Finance,Universiti Malaysia Sabah, Labuan International Campus, Malaysia. She has successfullysupervised several postgraduate students at Master and PhD level. Her research interests includeelectronic marketing, E-commerce, M-commerce, consumer behaviour, mobile learning and areasrelated to marketing. She actively publishes articles in international journals. She is the Editor-in-

Chief to Labuan e-Journal of Muamalat & Society, a Member in Advisory Board for severaloutstanding journals. She has sound experiences as speaker to public and private universities,government bodies on courses related to structural equation modelling (SEM), StatisticalPackage for Social Sciences (SPSS), research methodology. Dr Norazah Mohd Suki is thecorresponding author and can be contacted at: [email protected]

Dr Norbayah Mohd Suki is a Senior Lecturer at the Faculty of Computing and Informatics,Universiti Malaysia Sabah. Her research interests include film, animation, creative multimedia,mobile learning, ICT, human computer interaction, and educational technology. She activelypublishes articles in international journals. She has sound experiences as multimedia specialist.

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