基于绿色营销工具的马来西亚国际游客绿色购买行为:计划行为视角理论

IF 1.8 Q3 MANAGEMENT

Nankai Business Review International Pub Date : 2022-01-18 DOI:10.1108/nbri-06-2021-0044

Ataul Karim Patwary, Muharis Mohamed, Md Karim Rabiul, W. Mehmood, M. Ashraf, A. A. Adamu

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引用次数: 34

摘要

目的本研究旨在通过测量个人的主观规范、态度和感知行为控制，检验绿色营销工具对游客购买绿色产品的行为意向的影响。设计/方法/方法通过方便抽样，共有421名来自马来西亚多个旅游景点的国际游客参加了一项调查。结果使用偏最小二乘结构方程模型的分析结果表明，国际游客的行为意图受到态度、感知行为控制、主观规范和绿色营销工具的坚定影响。然而，主观规范并不能起到中介作用。实践意义本研究中建立的关系为酒店经营者进一步实施绿色营销战略（生态标签、生态品牌、环境广告）提供了深入的知识，这可以提高酒店业购买绿色产品的绿色态度和行为意图。独创性/价值本研究通过纳入绿色营销工具来衡量国际游客在马来西亚的绿色购买倾向，扩展了计划行为理论。

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Green purchasing behaviour of international tourists in Malaysia using green marketing tools: theory of planned behaviour perspective

Purpose This study aims to examine the effects of green marketing tools on tourists’ behavioural intention to buy green products by measuring individuals’ subjective norms, attitudes and perceived behavioural control. Design/methodology/approach A total of 421 international tourists from several tourist attractions in Malaysia, selected through convenience sampling, participated in a survey. Findings The analysis results using partial least squares structural equation modelling suggest that behavioural intention of international tourists is firmly influenced by attitude, perceived behavioural control, subjective norms and green marketing tools. However, the subjective norm does not work as a mediator. Practical implications The relationships established in this study provide insight into hoteliers’ knowledge for further implementation of green marketing strategies (eco-label, eco-brand, environmental advertising), which can enhance green attitudes and behavioural intention of purchasing green products in the hospitality industry. Originality/value This study expands the theory of planned behaviour by including green marketing tools to measure international tourists’ green buying tendency in Malaysia.

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来源期刊

Nankai Business Review International MANAGEMENT-

CiteScore

2.30

自引率

3.60%

发文量

期刊介绍： Nankai Business Review International (NBRI) provides insights in to the adaptation of American and European management theory in China, the differences and exchanges between Chinese and western management styles, the relationship between Chinese enterprises’ management practice and social evolution and showcases the development and evolution of management theories based on Chinese cultural characteristics. The journal provides research of interest to managers and entrepreneurs worldwide with an interest in China as well as research associations and scholars focusing on Chinese problems in business and management.