Measurement model analysis
| Construct/Indicators | Mean | Std. Dev | Loading |
|---|---|---|---|
| Ascription of responsibility: = 0.815, CR = 0.878 AVE = 0.645 | |||
| I feel jointly responsible for the energy problems | 4.07 | 0.72 | 0.850 |
| I feel jointly responsible for the exhaustion of energy sources | 4.04 | 0.81 | 0.839 |
| I feel jointly responsible for global warming | 3.93 | 0.95 | 0.818 |
| My contribution to the energy problem is negligible | 4.37 | 0.76 | 0.696 |
| Attitude: = 0.875, CR = 0.906 AVE = 0.617 | |||
| For me, staying at a green hotel when travelling is extremely desirable | 4.40 | 0.76 | 0.696 |
| For me, staying at a green hotel when travelling is extremely favourable | 4.45 | 0.73 | 0.825 |
| For me, staying at a green hotel when travelling is extremely enjoyable | 4.37 | 0.75 | 0.819 |
| For me, staying at a green hotel when travelling is extremely positive | 3.92 | 0.82 | 0.823 |
| For me, staying at a green hotel when travelling is extremely foolish | 4.07 | 0.80 | 0.699 |
| For me, staying at a green hotel when travelling is extremely pleasant | 4.23 | 0.80 | 0.838 |
| Environmental belief: α = 0.633, CR = 0.79 AVE = 0.557 | |||
| Staying at a green hotel is personally satisfying | 3.95 | 0.82 | 0.828 |
| Staying at a green hotel may improve the health of nature | 3.73 | 1.02 | 0.695 |
| Staying at a green hotel makes me feel good because I am not harming the environment | 3.93 | 0.89 | 0.709 |
| Environmental Commitment: α = 0.843, CR = 0.894 AVE = 0.679 | |||
| I am committed to keeping the best interests of the environment in mind | 4.20 | 0.77 | 0.745 |
| I am interested in strengthening my connection to the environment in the future | 4.31 | 0.72 | 0.818 |
| I feel very attached to the natural environment | 4.19 | 0.80 | 0.872 |
| I expect that I will always feel a strong connection with the environment | 4.11 | 0.83 | 0.853 |
| Environmental Concern: α = 0.763, CR = 0.849 AVE = 0.585 | |||
| I make additional efforts to purchase plastic and paper products that are made from recycled material | 4.05 | 0.80 | 0.704 |
| I have shifted to other products due to ecological concerns | 3.98 | 0.76 | 0.830 |
| When I have to choose between two equal products, I buy the one which is less harmful to other people and the environment | 3.93 | 0.77 | 0.773 |
| Mankind was created to rule over the rest of nature | 3.82 | 0.88 | 0.747 |
| Green Trust: α = 0.886, CR = 0.916 AVE = 0.687 | |||
| I feel that the green hotel's environmental commitments are generally reliable | 4.04 | 0.78 | 0.786 |
| I feel that the green hotel's environmental performance is generally dependable | 4.23 | 0.79 | 0.803 |
| I feel that the green hotel's environmental argument is generally trustworthy | 4.43 | 0.68 | 0.863 |
| I feel that the green hotel's environmental concern meets my expectation | 4.19 | 0.71 | 0.841 |
| I feel that the green hotel keeps promises and commitment towards environmental protection | 4.11 | 0.71 | 0.849 |
| Intention: α = 0.829, CR = 0.897 AVE = 0.744 | |||
| I am willing to stay at a green hotel when travelling | 4.23 | 0.71 | 0.891 |
| I plan to stay at a green hotel when travelling | 3.89 | 0.81 | 0.865 |
| I will make an effort to stay at a green hotel when travelling | 3.56 | 1.01 | 0.830 |
| Perceived Behavioural Control: α = 0.838, CR = 0.902 AVE = 0.755 | |||
| Whether or not I stay at a green hotel when travelling is entirely up to me | 3.51 | 1.02 | 0.861 |
| I have resources, time and opportunities to stay at a green hotel when travelling | 4.12 | 0.82 | 0.871 |
| I am confident that if I want, I can stay at a green hotel when travelling | 3.64 | 1.06 | 0.874 |
| Perceived Consumer Effectiveness: α = 0.794, CR = 0.876 AVE = 0.702 | |||
| I feel capable of helping solve environmental problems | 3.90 | 0.87 | 0.839 |
| I can protect the environment by buying products that are friendly to the environment | 4.40 | 0.70 | 0.806 |
| I feel I can help solve natural resource problems by conserving water and energy | 4.13 | 0.78 | 0.867 |
| Perceived Moral Obligation: α = 0.727, CR = 0.878 AVE = 0.783 | |||
| Everybody is obligated to treasure natural resources | 3.98 | 0.83 | 0.857 |
| Everybody should save natural resources because they are limited | 4.15 | 0.76 | 0.912 |
| Personal Norm: α = 0.851, CR = 0.890 AVE = 0.575 | |||
| I feel morally obliged to use a green hotel instead of a regular hotel | 4.27 | 0.76 | 0.802 |
| People like me should do everything they can to save the environment | 3.87 | 0.94 | 0.683 |
| I feel obliged to bear the environment and nature in mind in my travel behaviours | 3.80 | 0.96 | 0.763 |
| I feel morally obliged to use green hotels, regardless of what others do | 3.80 | 0.87 | 0.789 |
| I feel personally obliged to save as much energy as possible | 4.20 | 0.67 | 0.810 |
| I would be a better person if I stay in a green hotel and use environmentally friendly products and services | 4.37 | 0.65 | 0.695 |
| Subjective Norm: α = 0.858, CR = 0.905 AVE = 0.707 | |||
| Most people that are important to me think while travelling I should stay in a green hotel | 4.29 | 0.77 | 0.865 |
| When travelling, people that are very important to me will want me to stay at a green hotel | 3.56 | 1.01 | 0.915 |
| People that are very important to me think I should protect the surroundings of the scenic areas | 3.74 | 0.94 | 0.695 |
| People whose opinions I value would prefer that I stay at a green hotel when travelling | 3.82 | 0.90 | 0.872 |
| Willingness to Pay: α = 0.837, CR = 0.901 AVE = 0.753 | |||
| I would spend extra money to stay in an environmentally friendly hotel at this destination | 3.76 | 0.90 | 0.778 |
| When visiting this destination, it is acceptable to pay more for a hotel engaging in green practices | 3.84 | 0.97 | 0.919 |
| I would be willing to pay more to stay in a green hotel at this destination | 3.98 | 0.78 | 0.900 |
| Construct/Indicators | Mean | Std. Dev | Loading |
|---|---|---|---|
| I feel jointly responsible for the energy problems | 4.07 | 0.72 | 0.850 |
| I feel jointly responsible for the exhaustion of energy sources | 4.04 | 0.81 | 0.839 |
| I feel jointly responsible for global warming | 3.93 | 0.95 | 0.818 |
| My contribution to the energy problem is negligible | 4.37 | 0.76 | 0.696 |
| For me, staying at a green hotel when travelling is extremely desirable | 4.40 | 0.76 | 0.696 |
| For me, staying at a green hotel when travelling is extremely favourable | 4.45 | 0.73 | 0.825 |
| For me, staying at a green hotel when travelling is extremely enjoyable | 4.37 | 0.75 | 0.819 |
| For me, staying at a green hotel when travelling is extremely positive | 3.92 | 0.82 | 0.823 |
| For me, staying at a green hotel when travelling is extremely foolish | 4.07 | 0.80 | 0.699 |
| For me, staying at a green hotel when travelling is extremely pleasant | 4.23 | 0.80 | 0.838 |
| Staying at a green hotel is personally satisfying | 3.95 | 0.82 | 0.828 |
| Staying at a green hotel may improve the health of nature | 3.73 | 1.02 | 0.695 |
| Staying at a green hotel makes me feel good because I am not harming the environment | 3.93 | 0.89 | 0.709 |
| I am committed to keeping the best interests of the environment in mind | 4.20 | 0.77 | 0.745 |
| I am interested in strengthening my connection to the environment in the future | 4.31 | 0.72 | 0.818 |
| I feel very attached to the natural environment | 4.19 | 0.80 | 0.872 |
| I expect that I will always feel a strong connection with the environment | 4.11 | 0.83 | 0.853 |
| I make additional efforts to purchase plastic and paper products that are made from recycled material | 4.05 | 0.80 | 0.704 |
| I have shifted to other products due to ecological concerns | 3.98 | 0.76 | 0.830 |
| When I have to choose between two equal products, I buy the one which is less harmful to other people and the environment | 3.93 | 0.77 | 0.773 |
| Mankind was created to rule over the rest of nature | 3.82 | 0.88 | 0.747 |
| I feel that the green hotel's environmental commitments are generally reliable | 4.04 | 0.78 | 0.786 |
| I feel that the green hotel's environmental performance is generally dependable | 4.23 | 0.79 | 0.803 |
| I feel that the green hotel's environmental argument is generally trustworthy | 4.43 | 0.68 | 0.863 |
| I feel that the green hotel's environmental concern meets my expectation | 4.19 | 0.71 | 0.841 |
| I feel that the green hotel keeps promises and commitment towards environmental protection | 4.11 | 0.71 | 0.849 |
| I am willing to stay at a green hotel when travelling | 4.23 | 0.71 | 0.891 |
| I plan to stay at a green hotel when travelling | 3.89 | 0.81 | 0.865 |
| I will make an effort to stay at a green hotel when travelling | 3.56 | 1.01 | 0.830 |
| Whether or not I stay at a green hotel when travelling is entirely up to me | 3.51 | 1.02 | 0.861 |
| I have resources, time and opportunities to stay at a green hotel when travelling | 4.12 | 0.82 | 0.871 |
| I am confident that if I want, I can stay at a green hotel when travelling | 3.64 | 1.06 | 0.874 |
| I feel capable of helping solve environmental problems | 3.90 | 0.87 | 0.839 |
| I can protect the environment by buying products that are friendly to the environment | 4.40 | 0.70 | 0.806 |
| I feel I can help solve natural resource problems by conserving water and energy | 4.13 | 0.78 | 0.867 |
| Everybody is obligated to treasure natural resources | 3.98 | 0.83 | 0.857 |
| Everybody should save natural resources because they are limited | 4.15 | 0.76 | 0.912 |
| I feel morally obliged to use a green hotel instead of a regular hotel | 4.27 | 0.76 | 0.802 |
| People like me should do everything they can to save the environment | 3.87 | 0.94 | 0.683 |
| I feel obliged to bear the environment and nature in mind in my travel behaviours | 3.80 | 0.96 | 0.763 |
| I feel morally obliged to use green hotels, regardless of what others do | 3.80 | 0.87 | 0.789 |
| I feel personally obliged to save as much energy as possible | 4.20 | 0.67 | 0.810 |
| I would be a better person if I stay in a green hotel and use environmentally friendly products and services | 4.37 | 0.65 | 0.695 |
| Most people that are important to me think while travelling I should stay in a green hotel | 4.29 | 0.77 | 0.865 |
| When travelling, people that are very important to me will want me to stay at a green hotel | 3.56 | 1.01 | 0.915 |
| People that are very important to me think I should protect the surroundings of the scenic areas | 3.74 | 0.94 | 0.695 |
| People whose opinions I value would prefer that I stay at a green hotel when travelling | 3.82 | 0.90 | 0.872 |
| I would spend extra money to stay in an environmentally friendly hotel at this destination | 3.76 | 0.90 | 0.778 |
| When visiting this destination, it is acceptable to pay more for a hotel engaging in green practices | 3.84 | 0.97 | 0.919 |
| I would be willing to pay more to stay in a green hotel at this destination | 3.98 | 0.78 | 0.900 |
Note(s): N = 160