Journal of Tourism and Recreation

Journal of Tourism and Recreation

ISSN: 2368-2655 (Print)    ISSN: 2368-2663 (Online)

Volume 1 (2014), No. 2, Pages 15-26

DOI: 10.12735/jotr.v1i2p15

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A Comparative Analysis of Consumers' Attitude and Behavior toward Green Practices

Wen-Jung Chen1 

1Hospitality Management Department, De Lin Institute of Technology, Taiwan

URL: http://dx.doi.org/10.12735/jotr.v1i2p15Citation: 1 (Details)

To Cite this Article     Article Views: 662     Downloads: 471  Since January, 2015

Abstract

The present study suggests that national culture will influence consumer attitude and behavior; however, research documenting differences in consumer culture in Taiwan and China is lacking. This study analyzes the hotel industry of Taiwan and China and explores the relationships between environmental attitudes, environmental responsive behavior and the willingness to stay at environmentally friendly hotels. In addition, it also discusses whether there are differences between consumers from Taiwan and China. From the responses to a questionnaire from 600 and 656 hotel guests in Taiwan and China, respectively, it was determined that environmental attitudes affected the environmental responsive behavior and willingness to stay at environmentally friendly hotels and that environmental responsive behavior only affected Taiwanese consumers’ willingness to stay at environmentally friendly hotels. The study also found significant differences in the environmental attitudes, environmental responsive behavior and willingness to stay at environmentally friendly hotels of consumers in Taiwan and China.

Keywords: environmental attitudes, environmental responsive behavior, green practices, hospitality industry, comparative analysis

To Cite this Article: Chen, W.-J. (2014). A comparative analysis of consumers' attitude and behavior toward green practices. Journal of Tourism and Recreation, 1(2), 15-26. http://dx.doi.org/10.12735/jotr.v1i2p15

Copyright © Wen-Jung Chen

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This article is published under license to Science and Education Centre of North America. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

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A Comparative Analysis of Consumers' Attitude and Behavior toward Green Practices
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