Conference Proceedings

Environmental Concern, Green Purchase Intention and Customers' Perceived Green Building Design

Huiying Hou, Hao Wu

Proceedings of the 26th PRRES Annual Conference 2020 | Pacific Rim Real Estate Society (PRRES) | Published : 2020


Past research suggests a number of behavioural factors positively affect customers’ decision on staying in a green hotel. The effect of environmental attitude or environmental concern on green purchase decision is widely researched, but there are also research that reveals a certain degree of inconsistency of the relationship between consumer attitude and purchase decision. This paper puts this concern in the context of the hospitality industry. It investigates the effects of customers’ environmental concern (EC) on their intention of staying (IoS) in a green hotel and the moderating effect that the customers’ perceived importance of green building design (PIGBD) may have on their IoS in a g..

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University of Melbourne Researchers