This study was approached with a desire to move forward
the body of knowledge concerning environmental research as it
pertains to the hospitality industry. The endeavor was
undertaken with the belief that concern and awareness about
the environment is not a passing fad but a fundamental shift
in society. In order for any business to survive it must keep
up with changes and meet the demands of consumers. The
research efforts in this study were aimed at establishing the
validity and reliability of a consumer behavior model
specifically related to environmental behavior.
The purpose of this dissertation was to evaluate a
consumer's intention to stay in a hotel based on the
environmental strategies used by that hotel. Hines (1984)
developed a conceptual environmental consumer behavior model
based on a meta-analysis of literature on environmentally
responsible behavior. Hines' conceptual Model of Responsible
Environmental Behavior utilized knowledge, abilities,
attitudes, personal responsibility and locus of control to
predict environmental behavior. The goal of this study was to
empirically test an adapted version of Hines' Model of
Responsible Environmental Behavior. This adapted version
utilized knowledge, attitudes and perceived self-efficacy to
predict consumers' intentions to purchase a night's stay in a
hotel.
Canonical correlation analysis was used to test the
relationship between intention and each of the variables
(knowledge, attitudes and perceived self-efficacy) in Hines'
model. The mUltivariate test of significance revealed that
each variable had a positive relationship to intention to
purchase. The Hines' Model of Responsible Environmental
Behavior was more useful in predicting consumers' intention to
purchase a night's stay in a particular hotel than each
variable individually. The model tested in this study has
laid the foundation for developing a sound environmentally
responsible consumer behavior model. The research findings
suggest that a hotel implementing environmental strategies can
increase business for that hotel.
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