Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention

Abstract

The current study aims to predict consumer's green hotel visit intention by measuring the effect of values (biospheric, egoistic and altruistic) and ascribed responsibility on attitude towards the green hotel and general environmental concern in India. A self-administered structured questionnaire was used to collect data from 311 consumers' purposively and analyzed by using covariance-based structural equation modeling (CB-SEM). Results reveal that biospheric values rank high in influencing attitude whereas consumers with higher altruistic values portray the higher environmental concern. Environmental concern was appeared as a significant contributor in shaping of Indian consumers' attitude towards green hotels. Further, consumers with a higher level of ascribed responsibility feel that they are mutually responsible for environmental degradation, thus forming a positive attitude towards green hotels in order to form green hotel visit intention. Further, attitude towards green hotel appears to be the strongest predictor of green hotel visit intention than general environmental concern.