The demographic impact of consumer green purchase intention toward Green Hotel Selection in China

Abstract

While there have been many prior studies examining the impact of the demographic characteristics of consumers’ green purchase attitudes and behavioral intention, results have, by no means, been conclusive. Furthermore, little attention has been paid to the green hotel industry in such studies. The purpose of this study is, therefore, to examine the relationship between age, gender, education, income, green purchase attitudes, and green behavioral intention toward green hotel selection. This study proposes a theoretical research model based on the theory of reasoned action and theory of planned behavior model. About 659 valid questionnaires were employed to empirically test the hypotheses using SPSS. The results imply that there is a significant positive relationship between green purchase attitudes and green behavioral intention. Age and income are shown to both significantly influence green purchase attitudes, while education and income both significantly influence green behavioral intention. Notably, results show that there is also a significant difference between male and female influenced green purchase attitudes and green behavioral intention. This paper concludes with a thorough discussion of the practical and academic implications as well as limitations of these results.