Çevresel Kaygı ve Algılanan Ahlaki Yükümlülüğün Yeşil Otelleri Ziyaret Etme Niyetine Etkisinin İncelenmesi

Bu araştırmanın amacı yeşil otelleri ziyaret eden otel müşterilerinin çevresel kaygıları ve algıladıkları ahlaki yükümlülüklerinin ziyaret etme niyetlerine olan etkisini belirlemektir. Araştırma kapsamında elde edilen veriler Türkiye’de faaliyet gösteren yeşil otelleri ziyaret eden yerli ve yabancı otel müşterilerinden toplanmıştır. Araştırmada 391 katılımcıya ulaşılmıştır. Elde edilen sonuçlar incelendiğinde, çevresel kaygı ve algılanan ahlaki yükümlülüğün yeşil otelleri ziyaret etme niyetini olumlu yönde etkilediği tespit edilmiştir. Ayrıca otel müşterilerinin çevresel kaygılarının algılanan ahlaki yükümlülüğü olumlu yönde etkilediği yapılan analizler sonucunda belirlenmiştir.

Anahtar Kelimeler:

Yeşil otel, çevresel kaygı, algılanan ahlaki yükümlülük, ziyaret niyeti

Investigation of the Effect of Environmental Concern and Perceived Moral Obligation on Green Hotel Visit Intention

The aim of this study is to determine to impact of the environmental concerns and the perceived moral obligations on intention to visit. Research data obtained the visiting green hotels in Turkey were collected from domestic and foreign hotel guests. 391 participants have been reached in the research. When the results were examined, it was determined that environmental concern and perceived moral obligation had a positive effect on the visit intention to visit green hotels. In addition, it was determined that the environmental concerns of hotel customers affected the perceived moral obligation positively.

Keywords:

Green hotel, environmental concern, perceived moral obligation, visit intention,

PDF

___

Abdul-Muhmin, A. G. (2007). Explaining consumers’ willingness to be environmentally friendly’, International Journal of Consumer Studies, 31(3), 237-247
Akis, S. (2001). Sustainable tourism: results of a field research. Anatolia Turizm Araştırmaları Dergisi, 12(1), 17-25.
Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin 103(3), 411-423.
Arısal, İ. & Atalar, T. (2016). The exploring relationships between environmental concern, collectivism and ecological purchase intention. Procedia-Social and Behavioral Sciences, 235, 514-521.
Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the evreye of marketing science, 16(1), 74-94.
Baron, R. M. & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173-1182.
Beck, L. & Ajzen, I. (1991). Predicting Dishonest Actions Using The Theory of Planned Behavior. Journal of Research in Personality 25(3), 285-301.
Bryne, B. M. (2001). Structural equation modeling with AMOS, EQS, and LISREL: Comparative approaches to testing evreye factorial validity of a measuring instrument, International Journal of Testing, 1(1), 55-86.
Chen, M. F. & Tung, P. J. (2014). Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels. International journal of hospitality management, 36, 221-230.
Dunlap, R. E., Van Liere, K. D., Mertig, A. G. & Jones, R. E. (2000). Measuring endorsement of the new ecological paradigm: A revised NEP scale. Journal of Social Issues, 56(3), 425-442.
Edwards, T. C. & Oskamp, S. (1992). Components of antinuclear war activism, Basic and Applied Social Psychology, 13(2), 217-230.
Ezeah, C. & Roberts, C. L. (2012). Analysis of barriers and success factors affecting the adoption of sustainable management of municipal solid waste in Nigeria. Journal of Environmental Management, 103, 9-14.
Fornell, C. & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate Data Analysis, Pearson Prentice Hall. Upper Saddle River, New Joursey.
Han, H., Hsu, L. T. & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: testing the effect of environmental friendly activities. Tourism Management 31(3), 325-334.
Hartmann, P. & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65, 1254-1263.
Hedlund, T. (2011). The impact of values, environmental concern, and willingness to accept economic sacrifices to protect the environment on tourists’ intentions to buy ecologically sustainable tourism alternatives. Tourism and Hospitality Research, 11, 278-288.
Jekria, N. & Daud, S. (2016). Environmental concern and recycling behaviour. Procedia Economics and Finance, 35, 667-673.
Kahn, M. E. (2007). Do greens drive hummers or hybrids? Environmental ideology as a determinant of consumer choice. Journal of Environmental Economics and Management 54(2), 129-145.
Kaiser, F. G., Ranney, M., Hartig, T. & Bowler, P. A. (1999). Ecological behavior, environmental attitude, and feelings of responsibility evreye environment. European psychologist, 4(2), 59-74.
Kaiser, F. G. & Scheuthle, H. (2003). Two challenges to a moral extension of the theory of planned behavior: moral norms and just evre beliefs in conservationism. Personality and Individual Differences 35(5), 1033-1048.
Kil, N., Holland, S. M. & Stein, T. V. (2014). Structural relationships between environmental attitudes, recreation motivations, and environmentally responsible behaviors. Journal of Outdoor Recreation and Tourism, 7, 16-25.
Kim, Y. & Choi, S. M., (2005). Antecedents of green purchase behavior: an examination of collectivism, environmental concern, and PCE. Advances in Consumer Research 32, 592-599.
Kim, Y. & Han, H., (2010). Intention to pay conventional-hotel prices at a green hotel-a modification of the theory of planned behavior. Journal of Sustainable Tourism 18(8), 997-1014.
Kinnear, T. C., Taylor, J. R. & Ahmed, S. A. (1974). Ecologically Concerned Consumers-Who Are They, Journal of Marketing, 38(2), 20-24.Kline, R. B. (1998). Software review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of psychoeducational assessment, 16(4), 343-364.
Koenig-Lewis, N., Palmer, A., Dermody, J. & Urbye, A. (2014). Consumers’ evaluations of ecological packaging-rational and emotional approaches. Journal of Environmental Psychology, 37, 94-105.
Krejcie, R. V. & Morgan, D. W. (1970). Determining Sample Size For Research Activities. Educ Psychol Meas.
Kurland, N. B. (1995). Ethical intentions and the theories of reasoned action and planned behavior. Journal of Applied Social Psychology 25(4), 297-313.
Lam, S. P. (1999). Predicting intentions to conserve water from the theory of planned behavior, perceived moral obligation, and perceived water right. Journal of Applied Social Psychology 29(5), 1058-1071.
Laroche, M., Bergeron, J. & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay evreye environmentally friendly products. Journal of Consumer Marketing 18(6), 503-520.
Lee, K. (2008). Opportunities for Green Marketing: Young Consumers. Marketing Intelligence & Planning, 26, 573-586.
Lee, Y. K., Kim, S., Kim, M. S. & Choi, J. G. (2014). Antecedents and interrelationships of three types of pro-environmental behavior. Journal of Business Research, 67(10), 2097-2105.
Leonard, N. K., Cronan, T. P. & Kreie, J. (2004). What influences IT ethical behavior intentions planned behavior, reasoned action, perceived importance, or individual characteristics? Information and Management 42(1), 143-158.
Liu, X., Wang, C., Shishime, T. & Fujitsuka, T. (2012). Sustainable consumption: green purchasing behaviours of urban residents in China. Sustainable Development 20(4), 293-308.
Manstead, A. S. R. (2000). The role of moral norm in the attitude-behavior-relation. İçinden: Terry, D. J., Hogg, M. A. (Edt.), Attitudes, Behavior and Social Context: The Role of Norms and Group Membership. Erlbaum, Mahaw, NJ, ss.11-30.
Manzo, L. C. & Weinstein, N. D. (1987). Behavioral commitment to environmental protection: A study of active and nonactive members of the Sierra Club, Environment and Behavior, 19(6), 673-694.
Newton, J. D., Tsarenko, Y., Ferraro, C. & Sands, S. (2015). Environmental concern and environmental purchase intentions: The mediating role of learning strategy. Journal of Business Research, 68(9), 1974-1981.
Özer. L., Kement, Ü. & Gültekin, B. (2015). Genişletilmiş Planlanmış Davranış Teorisi Kapsamında Yeşil Yıldızlı Otelleri Tekrar Ziyaret Etme Niyeti, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 33(4), 59-85.
Paladino, A. & Ng, S. (2013). An examination of the influences on ‘green’ mobile phone purchases among young business students: An empirical analysis. Environmental Education Research, 19, 118-145.
Paco, A. & Rapose, M. (2009). “Green” segmentation: an application to the Portuguese consumer market. Marketing Intelligence and Planning 27(3), 364-379.
Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriştemel ilkeler ve LISREL uygulamaları), Ekinoks Yayınları, Ankara.
T. C. Kültür ve Turizm Bakanlığı, (2017), Çevreye Duyarlı Tesisler Listesi, http://yigm.kulturturizm.gov.tr/TR-11596/ evreye-duyarlilik-kampanyasi-yesil-yildiz.html, Erişim Tarihi: 04.04.2017.
T. C. Kültür ve Turizm Bakanlığı, (2018). Çevreye Duyarlılık Kampanyası (Yeşil Yıldız), http://yigm.kulturturizm.gov.tr/TR-11596/cevreye-duyarlilik-kampanyasi-yesil-yildiz.html. Erişim tarihi: 26.10.2018.
Thyroff, A. E. & Kilbourne, W. E. (2017). Understanding pro-environmental intentions through growth, competitiveness, and concern. Australasian Marketing Journal (AMJ), 25(2), 97-105.
Ural, A. & Kılıç, İ. (2006). Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi: SPSS 10.0-12.0 for Windows, Detay Yayıncılık, Ankara.
WWF (World Wildlife Fund), (2012). Better Productıon For A Lıvıng Planet, Etrinsic, İsviçre.
Yue, Y. F. (2012). A research on environmental issues applied to the hotel industry. Advanced Materials Research, ss. 1159–1162.