Integrovaný rámec pro zkoumání ekologicky odpovědného nakupování: Poznatky z oblasti hotelového sektoru

Abstract

The investigation aims to answer pertinent questions in the field of sustainable consumption of tourism resources. In the case of this study, the unit of analysis is known as green hotels or accommodation services that are eco-compatible. The study empirically examines individual propensities to green hotels in the context of an emerging tourist economy. It deploys the behavioral model of goal-directed behavior to capture, evaluate and predict aversive, anticipative, and reflective psycho-cognitive states of individuals when they are exposed to the concept of an eco-compatible accommodation option. A quantitative, deductive approach is adopted with a multi-modal methodological framework with a Monte-Carlo estimated sample strength of 750. Partial Least Square-Structural Equation Modeling (PLS-SEM) has been deployed for the study's deterministic and predictive processes, respectively. The study reveals stimulating patterns to understand the behavioural architecture among individuals towards green hotels. The study incorporates novel socio-cognitive variables in the research framework, which is anchored in the model of goal directed behaviour. Behavioral constructs like mindfulness and perceived greenwashing effect have yielded exciting observations that have significant implications for both industry and academia. Through this doctoral investigation, emotional factors have also been examined, which was a deficiency in mainstream scientific literature till now. It is evident from the empirical explanations that negative emotional affects exert a negative influence on the selection of eco-friendly hotel options. On the other hand, positive emotional affects have a positive role in the desire for green hotels. The need for the study arose from the fact that the tourism industry in India generates a significant amount of carbon footprint and accommodation businesses are an important contributor to the same. Therefore, the study expedites managerial implications for green hotel operators in the country. The examination not only expands the predictive capacity of the model of goal directed behaviour but also attempts to bridge the intention and behaviour gap. A comprehensive future research agenda is given herewith. Performance metrics of the model including the R-squared, SRMR, GFI and TFI appear to be robust, the F-squared measures of the critical pathways are medium to large. The investigation is aligned with the empiricist research doctrine that poises expanding the current horizons of the sustainable tourism discipline by engaging with the field's social aspect and answering the call to action by contemporary researchers.