Abstract
Based on the extensive literature review, this study aims to investigate the impact of green perceived value and perceived consumer effectiveness on customers’ green hotel visit intention in the hotel industry of Bangladesh. Simultaneously, the current study intends to explore the influence of environmental knowledge as a moderator. A random sample survey of 265 usable hotel customers was used to test and verify the conceptual framework. The findings of study revealed that green perceived value and perceived consumer effectiveness positively influence customers’ green hotel visit intention, whereas, environmental knowledge was found insignificant moderator variable. The outcome of the study will assist the academicians, policy makers and industry professionals with a better understanding of customer green purchase intention. Therefore, the study will contribute to the development of effective green marketing practices and strategies to enhance customer green purchase intention in the hospitality and tourism industry in Bangladesh.
Highlights
In this 21st century, the concept of green consumerism and green marketing is very prevailing throughout the world
Green Perceived value was measured by four items adapted from Chen & Chang, (2012), whereas; perceived consumer effectiveness was measured by three items from the study of Kang, Liu & Kim, (2013)
Based on the results from this research, companies may increase the level of customers green purchase intention through enhancing green perceived value and perceived consumer effectiveness
Summary
In this 21st century, the concept of green consumerism and green marketing is very prevailing throughout the world. Though the countries of Asia region have not yet accepted the trend with that much enthusiasm, countries of western region have considered the trend so seriously and started to accept in all areas (Asia’s Media & Marketing Newspaper, 2008). Consumers of western countries the customers of USA and Europe are increasingly growing environmentally responsible showing significant responsible behaviour towards the environment (Curlo, 1999). As the number of Asian consumers are increasing and showing significantly conscious and responsible behaviours towards environmental problems, both local and international green marketers have targeted the large scale Asian customers (Harris, 2006). Smith (2008) expressed that the term green marketing is one of the notable issue which may assist the organization to sustain in the long run and to compete in this changing arena Consumers of Asian society Researchers defined green marketing as the inclusion of environmental concerns and issues in the marketing activities through the minimization of natural resources (Rex & Baumann, 2006). Smith (2008) expressed that the term green marketing is one of the notable issue which may assist the organization to sustain in the long run and to compete in this changing arena
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