Uncovering the determinants of pro-environmental consumption for green hotels and green restaurants: A mixed-method approach

Heesup Han, Hyoungeun Moon, Sunghyup Sean Hyun

Research output: Journal article publicationJournal articleAcademic researchpeer-review

49 Citations (Scopus)


Purpose: This paper aims to uncover the determining factors of customers’ pro-environmental intention for green hospitality products (green hotels and green restaurants) and explore the comparative importance among the factors. This study also investigated the difference in forming pro-environmental intention across the green hospitality product types. Design/methodology/approach: A mixed-method approach was taken to achieve the research objectives. In a qualitative phase, the textual data collected via an open-ended question were analyzed using a unit of analysis and categorization method. In a quantitative phase, the psychometric measurement items were organized and validated through a series of tests. A structural equation modeling and structural invariance test were used to evaluate the hypothesized relationships and difference between green hotels and green restaurants. Findings: The textual data yielded three additional factors underlying consumers’ pro-environmental consumption intention. Including five core variables derived from the extant theories in the pro-environmental behavior literature, eight variables were categorized into volitional, cognitive, emotional and moral dimensions. Among the dimensions, volitional and cognitive dimensions significantly contributed to consumer’ pro-environmental intention. The influence of pro-environmental attitude and perceived benefits on intention differed across green hotels and green restaurants. Originality/value: This study uses a thorough mixed-method approach encompassing qualitative and quantitative processes and develops the psychometric items to explore the drivers of customers’ pro-environmental consumption intention for green hospitality products. This research is also one of the very few studies that verified the difference in customers’ pro-environmental behavior between green hotels and green restaurants.

Original languageEnglish
Pages (from-to)1581-1603
Number of pages23
JournalInternational Journal of Contemporary Hospitality Management
Issue number4
Publication statusPublished - 22 May 2020


  • Green hotel
  • Green restaurant
  • Metric invariance
  • Mixed methods
  • Pro-environmental consumption

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


Dive into the research topics of 'Uncovering the determinants of pro-environmental consumption for green hotels and green restaurants: A mixed-method approach'. Together they form a unique fingerprint.

Cite this