Predicting the Intention to Implement Green Practices by Small and Medium Sized Hotels in South Africa
Abstract
The study examined the intention to implement green practices by small and medium sized hotels in South Africa by extending the Theory of Planned Behaviour (TPB). Three personal factors namely moral norms, response efficacy and environmental concern were used to extend the TPB. In addition, the study examined if intention predicted the implementation of green practices. A quantitative approach was utilised, and a self-administered questionnaire was used for the collection of data from hotel managers and owners. The Partial Least Square Structural Equation Modelling (PLS SEM) was utilised for the analysis of data and testing of hypotheses. The results of the empirical study indicated that attitude, moral norms and response efficacy have significant positive relationships with green practice intention. In addition, intention is a predictor of the implementation of green practices. The implication of the study is that the extended TPB can help to improve the understanding of the intention to implement green practices by small and medium sized hotels. From a theoretical perspective, the study developed a model on the intention to implement green practices by extending the TPB by three individual factors namely moral norms, response efficacy and environmental concern. Empirically, the study provides a clear understanding of the predictors of the intention to implement green practices.
References
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[22] Huang, X. and J., Ge 2019. Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of Cleaner Production, 216: 361-372. DOI: https://doi.org/10.1016/j.jclepro.2019.01.231
[23] Kang, K.H., L., Stein, C.Y. Heo, and S., Lee 2012. Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management 31(2): 564-572. DOI:https://doi.org/10.1016/j.ijhm.2011.08.001
[24] Ko, S.B., and B., Jin 2017. Predictors of purchase intention toward green apparel products: A cross-cultural investigation in the USA and China. Journal of Fashion Marketing and Management: An International Journal 21: 80-87. DOI: 10.1108/JFMM-07-2014-0057
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[28] Moser, A.K. 2015. Thinking green, buying green? Drivers of pro-environmental purchasing behaviour. Journal of Consumer Marketing 32(3): 167-175. DOI: https://doi.org/10.1108/JCM-10-2014-1179
[29] Ng, M., M., Law and S., Zhang 2018. Predicting purchase intention of electric vehicles in Hong Kong. Australasian Marketing Journal 26(3): 272-280. DOI: https://doi.org/10.1016/j.ausmj.2018.05.015
[30] Nheta, D.S. and N., Tondani 2016. Measures and practices implemented by hotels to minimise the causes and effects of global warming: the case of Vhembe District. African Journal of Hospitality, Tourism and Leisure 5(3): 1-19.
[31] Ogbeide, G.C. 2012. Perception of green hotels in the 21st century. Journal of Tourism Insights 3(1): 1-9. DOI: https://doi.org/10.9707/2328-0824.1032
[32] Pang, S.M., B.C., Tan and T.C., Lau 2021. Antecedents of consumers’ purchase intention towards organic food: Integration of Theory of Planned behaviour and protection motivation theory. Sustainability 1: 1-16. DOI: https://doi.org/10.3390/su13095218
[33] Paul, J., A., Modi and J., Patel 2016. Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services 29: 123-134. DOI:https://doi.org/10.1016/j.jretconser.2015.11.006
[34] Popova, L. 2012. The extended parallel process model: Illuminating the gaps in research. Health Education and Behaviour 39(4): 455-473. DOI: https://doi.org/10.1177/1090198111418
[35] Rahman, I., J., Park, and C.G.Q., Chi 2015. Consequences of “greenwashing”: Consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management 27(6): 1054-1081. DOI: 10.1108/IJCHM-04-2014-0202
[36] Ru, X., H., Qin, and S., Wang 2019. Young people’s behaviour intentions towards reducing PM2. 5 in China: Extending the theory of planned behaviour. Resources, Conservation and Recycling 141: 99-108. DOI:10.1016/j.resconrec.2018.10.019
[37] Sang, Y.N. and H.A., Bekhet 2015. Modelling electric vehicle usage intentions: an empirical study in Malaysia. Journal of Cleaner Production 92: 75-83. DOI: https://doi.org/10.1016/j.jclepro.2014.12.045
[38] Schuitema, G., J., Anable, S., Skippon and N., Kinnear 2013. The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles. Transportation Research Part A: Policy and Practice 48: 39-49. DOI: https://doi.org/10.1016/j.tra.2012.10.004
[39] Shalender, K. and N., Sharma 2021. Using extended theory of planned behaviour (TPB) to predict adoption intention of electric vehicles in India. Environment, Development and Sustainability 23(1): 665-681. DOI:10.1007/s10668-020-00602-7
[40] Smith, E.E. and S., Perks 2010. A perceptual study of the impact of green practice implementation on the business functions. Southern African Business Review 14(3): 1-15.
[41] Steg, L., J.W., Bolderdijk, K., Keizer, and G., Perlaviciute 2014. An integrated framework for encouraging pro-environmental behaviour: The role of values, situational factors and goals. Journal of Environmental psychology 38: 104-115. DOI: https://doi.org/10.1016/j.jenvp.2014.01.002
[42] Suki, N.M. and N.M., Suki 2015. Consumers’ environmental behaviour towards staying at a green hotel: Moderation of green hotel knowledge. Management of Environmental Quality: An International Journal 26(1): 103-117. DOI: 10.1108/MEQ-02-2014-0023
[43] Tih, S. and Z., Zainol, 2012. Minimizing waste and encouraging green practices. Journal Ekonomi Malaysia 46(1): 157-164.
[44] Verma, V.K. and B., Chandra 2018. An application of theory of planned behaviour to predict young Indian consumers' green hotel visit intention. Journal of Cleaner Production 172: 1152-1162.
[45] Wang, J. and B.W., Ritchie 2012. Understanding accommodation managers’ crisis planning intention: An application of the theory of planned behaviour. Tourism Management 33(5): 1057-1067. DOI:10.1016/j.tourman.2011.12.006
[46] Wang, J., S., Wang, Y., Wang, J., Li, and D., Zhao, 2018. Extending the theory of planned behaviour to understand consumers’ intentions to visit green hotels in the Chinese context. International Journal of Contemporary Hospitality Management 30(8): 2810-2825. DOI: 10.1108/IJCHM-04-2017-0223
[47] Wang, P., Q. Liu, and Y., Qi 2014. Factors influencing sustainable consumption behaviours: a survey of the rural residents in China. Journal of Cleaner Production 63: 152-165. DOI:https://doi.org/10.1016/j.jclepro.2013.05.007
[48] Wang, S., J., Fan, D., Zhao, S., Yang, and Y., Fu 2016. Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behaviour model. Transportation 43(1): 123-143. 10.1007/s11116-014-9567-9
[49] Wang, S., J., Wang, S., Yang, J., Li, and K., Zhou 2020. From intention to behaviour: Comprehending residents’ waste sorting intention and behaviour formation process. Waste Management 113: 41-50. DOI:https://doi.org/10.1016/j.wasman.2020.05.031
[50] White, K., R., Habib, and D.J., Hardisty 2019. How to SHIFT consumer behaviours to be more sustainable: A literature review and guiding framework. Journal of Marketing 83(3): 22-49. DOI:https://doi.org/10.1177/0022242919825
[51] Yadav, R. and G.S., Pathak 2016. Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite 96: 122-128. DOI: https://doi.org/10.1016/j.appet.2015.09.017
[52] Yadav, R. and G.S., Pathak, 2017. Determinants of consumers' green purchase behaviour in a developing nation: Applying and extending the theory of planned behaviour. Ecological Economics 134: 114-122. DOI:https://doi.org/10.1016/j.ecolecon.2016.12.019
[53] Yilmaz, N. 2014. The Influence of Hotel Managers’ Intentions for Green Marketing Practices: An Application of the Theory of Planned Behaviour in Turkey (Doctoral dissertation). Texas A&M University.
[2] Ajzen, I. and M., Fishbein 1980. Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice-Hall.
[3] Alipour, H., F., Safaeimanesh and A., Soosan 2019. Investigating sustainable practices in hotel industry-from employees’ perspective: Evidence from a Mediterranean island. Sustainability 1: 1-15. DOI:https://doi.org/10.3390/su11236556
[4] Arvola, A., M., Vassallo, M., Dean, P., Lampila, A., Saba, L., Lähteenmäki, and R., Shepherd 2008. Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite 50(2-3): 443-454. DOI: https://doi.org/10.1016/j.appet.2007.09.010
[5] Awaysheh, A., and R.D. Klassen, 2010. The impact of supply chain structure on the use of supplier socially responsible practices. International Journal of Operations and Production Management 30 (12): 1246-1268. DOI: https://doi.org/10.1108/01443571011094253
[6] Bamberg, S. 2003. How does environmental concern influence specific environmentally related behaviours? A New Answer to an Old Question. Journal of Environmental Psychology 23(1): 21-32. DOI:https://doi.org/10.1016/S0272-4944(02)00078-6
[7] Bertoldo, R., and P., Castro 2016. The outer influence inside us: Exploring the relation between social and personal norms. Resources, Conservation and Recycling 112: 45-53. DOI:https://doi.org/10.1016/j.resconrec.2016.03.020
[8] Cantele, S., S., Vernizzi, and B., Campedelli 2020. Untangling the Origins of Sustainable Commitment: New Insights on the Small vs. Large Firms’ Debate. Sustainability 12: 671-690. DOI:https://doi.org/10.3390/su12020671
[9] Chan, E.S. and R., Hawkins, 2010. Attitude towards EMSs in an international hotel: An exploratory case study. International Journal of Hospitality Management 29(4): 641-651. DOI:https://doi.org/10.1016/j.ijhm.2009.12.002
[10] Chen, A., and N., Peng 2012. Green hotel knowledge and tourists' staying behaviour. Annals of Tourism Research 39(4): 2211-2219. DOI: https://doi.org/10.1016/j.annals.2012.07.003
[11] Chen, M.F., and P.J., Tung 2014. Developing an extended theory of planned behaviour model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management 36: 221-230. DOI:https://doi.org/10.1016/j.ijhm.2013.09.006
[12] Chen, T.B. and L.T., Chai 2010. Attitude towards the environment and green products: Consumers’ perspective. Management Science and Engineering 4(2): 27-39. DOI:http://doi.org/10.3968/j.mse.1913035X20100402.002
[13] Dakduk, S., Á., González, and A., Portalanza 2019. Learn about structural equation modelling in smartPLS with data from the customer behaviour in electronic commerce study in Ecuador. SAGE Publications, Limited.
[14] Demir, M., H., Rjoub, and M., Yesiltas 2021. Environmental awareness and guests’ intention to visit green hotels: The mediation role of consumption values. Plos One 16(5): 1-22. DOI:https://doi.org/10.1371/journal.pone.0248815
[15] Dijkstra, T.K., and J., Henseler 2015. Consistent partial least squares path modeling. MIS quarterly 39(2): 297-316. DOI: 10.25300/MISQ/2015/39.2.02
[16] Fatoki, O. 2021. Predicting the Intention to Purchase Electric Vehicles in South Africa. Journal of Environmental Management and Tourism 1(49): 81-96. DOI: https://doi.org/10.14505/jemt.v12.1(49).07
[17] Hair, J.F., G.T.M., Hult, C.M., Ringle, and M., Sarstedt 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage, Thousand Oaks, CA.
[18] Hair, J.F., J.J., Risher, M. Sarstedt, and C.M., Ringle 2019. When to use and how to report the results of PLS-SEM. European Business Review 31(1): 2-24. https://doi.org/10.1108/EBR-11-2018-0203
[19] Han, H. 2015. Travellers’ pro-environmental behaviour in a green lodging context: Converging value-belief-norm theory and the theory of planned behaviour. Tourism Management 47:164-177. DOI:10.1016/j.tourman.2014.09.014
[20] Han, H., L.T.J., Hsu, and C., Sheu 2010. Application of the theory of planned behaviour to green hotel choice: Testing the effect of environmentally friendly activities. Tourism Management 31(3): 325-334. DOI:10.1016/j.tourman.2009.03.013
[21] Huang, K.T., J.C., Wang and Y.C., Wang 2015. Analysis and benchmarking of greenhouse gas emissions of luxury hotels. International Journal of Hospitality Management 51: 56-66. DOI: 10.1016/j.ijhm.2015.08.014
[22] Huang, X. and J., Ge 2019. Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of Cleaner Production, 216: 361-372. DOI: https://doi.org/10.1016/j.jclepro.2019.01.231
[23] Kang, K.H., L., Stein, C.Y. Heo, and S., Lee 2012. Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management 31(2): 564-572. DOI:https://doi.org/10.1016/j.ijhm.2011.08.001
[24] Ko, S.B., and B., Jin 2017. Predictors of purchase intention toward green apparel products: A cross-cultural investigation in the USA and China. Journal of Fashion Marketing and Management: An International Journal 21: 80-87. DOI: 10.1108/JFMM-07-2014-0057
[25] Machura, P. 2013. Moral norms, moral ideals and supererogation. Folia Philosophica 29:127-159.
[26] Mainieri, T., E.G., Barnett, T. R., Valdero, J.B., Unipan, and S., Osamp 1997. Green buying: The influence of environmental concern on consumer behaviour. The Journal of Social Psychology 137(2): 189-204. DOI:http://doi.org/10.1080/00224549709595430
[27] Mbasera, M., E., Du Plessis, M., Saayman and M., Kruger 2016. Environmentally-friendly practices in hotels. Acta Commercii 16(1): 1-8. DOI: http://doi.org/10.4102/ac.v16i1.362
[28] Moser, A.K. 2015. Thinking green, buying green? Drivers of pro-environmental purchasing behaviour. Journal of Consumer Marketing 32(3): 167-175. DOI: https://doi.org/10.1108/JCM-10-2014-1179
[29] Ng, M., M., Law and S., Zhang 2018. Predicting purchase intention of electric vehicles in Hong Kong. Australasian Marketing Journal 26(3): 272-280. DOI: https://doi.org/10.1016/j.ausmj.2018.05.015
[30] Nheta, D.S. and N., Tondani 2016. Measures and practices implemented by hotels to minimise the causes and effects of global warming: the case of Vhembe District. African Journal of Hospitality, Tourism and Leisure 5(3): 1-19.
[31] Ogbeide, G.C. 2012. Perception of green hotels in the 21st century. Journal of Tourism Insights 3(1): 1-9. DOI: https://doi.org/10.9707/2328-0824.1032
[32] Pang, S.M., B.C., Tan and T.C., Lau 2021. Antecedents of consumers’ purchase intention towards organic food: Integration of Theory of Planned behaviour and protection motivation theory. Sustainability 1: 1-16. DOI: https://doi.org/10.3390/su13095218
[33] Paul, J., A., Modi and J., Patel 2016. Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services 29: 123-134. DOI:https://doi.org/10.1016/j.jretconser.2015.11.006
[34] Popova, L. 2012. The extended parallel process model: Illuminating the gaps in research. Health Education and Behaviour 39(4): 455-473. DOI: https://doi.org/10.1177/1090198111418
[35] Rahman, I., J., Park, and C.G.Q., Chi 2015. Consequences of “greenwashing”: Consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management 27(6): 1054-1081. DOI: 10.1108/IJCHM-04-2014-0202
[36] Ru, X., H., Qin, and S., Wang 2019. Young people’s behaviour intentions towards reducing PM2. 5 in China: Extending the theory of planned behaviour. Resources, Conservation and Recycling 141: 99-108. DOI:10.1016/j.resconrec.2018.10.019
[37] Sang, Y.N. and H.A., Bekhet 2015. Modelling electric vehicle usage intentions: an empirical study in Malaysia. Journal of Cleaner Production 92: 75-83. DOI: https://doi.org/10.1016/j.jclepro.2014.12.045
[38] Schuitema, G., J., Anable, S., Skippon and N., Kinnear 2013. The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles. Transportation Research Part A: Policy and Practice 48: 39-49. DOI: https://doi.org/10.1016/j.tra.2012.10.004
[39] Shalender, K. and N., Sharma 2021. Using extended theory of planned behaviour (TPB) to predict adoption intention of electric vehicles in India. Environment, Development and Sustainability 23(1): 665-681. DOI:10.1007/s10668-020-00602-7
[40] Smith, E.E. and S., Perks 2010. A perceptual study of the impact of green practice implementation on the business functions. Southern African Business Review 14(3): 1-15.
[41] Steg, L., J.W., Bolderdijk, K., Keizer, and G., Perlaviciute 2014. An integrated framework for encouraging pro-environmental behaviour: The role of values, situational factors and goals. Journal of Environmental psychology 38: 104-115. DOI: https://doi.org/10.1016/j.jenvp.2014.01.002
[42] Suki, N.M. and N.M., Suki 2015. Consumers’ environmental behaviour towards staying at a green hotel: Moderation of green hotel knowledge. Management of Environmental Quality: An International Journal 26(1): 103-117. DOI: 10.1108/MEQ-02-2014-0023
[43] Tih, S. and Z., Zainol, 2012. Minimizing waste and encouraging green practices. Journal Ekonomi Malaysia 46(1): 157-164.
[44] Verma, V.K. and B., Chandra 2018. An application of theory of planned behaviour to predict young Indian consumers' green hotel visit intention. Journal of Cleaner Production 172: 1152-1162.
[45] Wang, J. and B.W., Ritchie 2012. Understanding accommodation managers’ crisis planning intention: An application of the theory of planned behaviour. Tourism Management 33(5): 1057-1067. DOI:10.1016/j.tourman.2011.12.006
[46] Wang, J., S., Wang, Y., Wang, J., Li, and D., Zhao, 2018. Extending the theory of planned behaviour to understand consumers’ intentions to visit green hotels in the Chinese context. International Journal of Contemporary Hospitality Management 30(8): 2810-2825. DOI: 10.1108/IJCHM-04-2017-0223
[47] Wang, P., Q. Liu, and Y., Qi 2014. Factors influencing sustainable consumption behaviours: a survey of the rural residents in China. Journal of Cleaner Production 63: 152-165. DOI:https://doi.org/10.1016/j.jclepro.2013.05.007
[48] Wang, S., J., Fan, D., Zhao, S., Yang, and Y., Fu 2016. Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behaviour model. Transportation 43(1): 123-143. 10.1007/s11116-014-9567-9
[49] Wang, S., J., Wang, S., Yang, J., Li, and K., Zhou 2020. From intention to behaviour: Comprehending residents’ waste sorting intention and behaviour formation process. Waste Management 113: 41-50. DOI:https://doi.org/10.1016/j.wasman.2020.05.031
[50] White, K., R., Habib, and D.J., Hardisty 2019. How to SHIFT consumer behaviours to be more sustainable: A literature review and guiding framework. Journal of Marketing 83(3): 22-49. DOI:https://doi.org/10.1177/0022242919825
[51] Yadav, R. and G.S., Pathak 2016. Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite 96: 122-128. DOI: https://doi.org/10.1016/j.appet.2015.09.017
[52] Yadav, R. and G.S., Pathak, 2017. Determinants of consumers' green purchase behaviour in a developing nation: Applying and extending the theory of planned behaviour. Ecological Economics 134: 114-122. DOI:https://doi.org/10.1016/j.ecolecon.2016.12.019
[53] Yilmaz, N. 2014. The Influence of Hotel Managers’ Intentions for Green Marketing Practices: An Application of the Theory of Planned Behaviour in Turkey (Doctoral dissertation). Texas A&M University.
Published
2023-09-01
How to Cite
MASEBE, Proceed Lerato; FATOKI, Olawale.
Predicting the Intention to Implement Green Practices by Small and Medium Sized Hotels in South Africa.
Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 5, p. 2453 - 2464, sep. 2023.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/8031>. Date accessed: 21 may 2024.
doi: https://doi.org/10.14505/jemt.v14.5(69).26.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.