The Role of Green Advertising on Green Brand Love, Green Perceived Value, and Green Purchase Intention in the Hotel Industry
Keywords:
Green Advertising, Green Brand Love, Green Perceived Value, Green Purchase IntentionAbstract
The tourism sector in Thailand plays a vital role in the nation's economic framework. It benefits the stakeholders in the tourism supply chain by creating jobs and generating income. Hotel is one of the significant members of the tourism supply chain. Encouraging the selection of ecologically sustainable accommodations among tourists is a potential component that has the ability to mitigate environmental damage. This study aims to develop a causal model of green advertising, green brand love, green perceived value, and green purchase intention in the hotel business. A quantitative method was employed and utilized online questionnaires for collecting data through purposive sampling from 360 samples of experienced hotel service clients. A structural equation model was used to test hypotheses.
The results demonstrated that the causal relationship can be explained as follows: Green advertising is a factor that has positive influences on green brand love and green perceived value. And green brand love and green perceived value also have positive influences on green purchase intention in the hotel business. Furthermore, green brand love and green perceived value can act as mediators between green advertising and green purchase intention. As a result, hotel owners should prioritize developing green brand love and green perceived value among their customers. By designing business operations and advertising that demonstrate that they care about the environment, because it might be a factor that creates the intention to utilize the service, which will result in future business and environmental strength.
References
Amallia, B. A., Effendi, M. I., & Ghofar, A. (2021). The effect of green advertising, trust, and attitude on green purchase intention: Evidence from Jogjakarta, Indonesia. International Journal of Creative Business and Management, 1(1), 66-79.
Arun, T. M., Kaur, P., Bresciani, S., & Dhir, A. (2021). What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises. Business Strategy and the Environment, 30(5), 2637–2655.
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1–14.
Bakr, Y., Tolba, A., & Meshreki, H. (2019), Drivers of SMS advertising acceptance: a mixed methods approach. Journal of Research in Interactive Marketing, 13(1), 96118.
Banerjee, S., Gulas, C.S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21-31.
Batool, S., & Iqbal, R. (2016). Impact of green advertising on consumer purchase behavior. International Interdisciplinary Journal of Scholarly Research (IIJSR), 2(1), 16-22.
Buil, I., Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.
Chen, Y., & Chang, C. (2012). Enhance green purchase intentions. Management Decision, 50(3), 502–520.
Cheung, R., Lam, A. Y. C., & Lau, M. M. (2015). Drivers of green product adoption: the role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science, 25(3), 232-245.
Chua, B. L., Kim, S. S., Baah, N. G., Moon, H., Yu, J., & Han, H. (2023). When hospitality brands go green: the role of authenticity and stereotypes in building customer-green brand relationships. Journal of Sustainable Tourism, 1–24.
Cuong, D. T. (2020). The impact of brand credibility and perceived value on customer satisfaction and purchase intention at fashion market. Journal of Advanced Research in Dynamical and Control Systems, 12(SP3), 691–700.
De Groot, J. I. M., & Steg, L. (2009). Morality and prosocial behavior: The role of awareness, responsibility, and norms in the norm activation model. The Journal of Social Psychology, 149(4), 425–449.
Digital Government Development Agency. (2023). Tourism Analytics (2015-2020). Retrieved 19 March 2023 from https://data.go.th/en/blog/tourism-2015-2020.
Dimara, E., Manganari, E., & Skuras, D. (2017). Don’t change my towels please: Factors influencing participation in towel reuse programs. Tourism Management, 59, 425–437.
Eren-Erdogmus, Lak, H. S., & Çiçek, M. (2016). Attractive or credible celebrities: who endorses green products better. Procedia - Social and Behavioral Sciences, 235, 587-594.
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press: Ohio.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Gefen, D., Straub, D. W., & Boudreau, M. C. (2000). Structural equation modeling and regression: guidelines for research practice. Communications of the Association for Information Systems, 4(7), 1-70.
Haba, H. F., Hassan, Z., & Dastane, O. (2017). Factors leading to consumer perceived value of smartphones and its impact on purchase intention. Global Business and Management Research: An International Journal, 9(1), 42-71.
Hair J. F., Anderson R. E., Tathan R. L., & Black W. C. (1998) Multivariate data analysis (5th ed.). Prentice-Hall, Mahwah, NJ.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
Hair, J. F., Ringle, C., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-151.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433.
Hair, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I – method. European Business Review, 28(1), 63–76.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
Hameed, I., Hyder, Z., Imran, M., & Shaq, K. (2021). Greenwash and green purchase behavior: An environmentally sustainable perspective. Environment Development and Sustainability, 23(9), 13113–13134.
Han, H., Hsu, L. T. J., & Lee, J. S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519528.
Han, H., Hwang, J., Kim, J., & Jung, H. (2015). Guests’ pro-environmental decision-making process: Broadening the norm activation framework in a lodging context. International Journal of Hospitality Management, 47, 96–107.
Hanaysha, J. R. (2018). Customer retention and the mediating role of perceived value in retail industry. World Journal of Entrepreneurship. Management and Sustainable Development, 14(1), 2-24.
Hegner, S. M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product and Brand Management, 26(1), 26-41.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.
Huber, F., Meyer, F. & Schmid, D. A. (2015). Brand love in progress– the interdependence of brand love antecedents in consideration of relationship duration. Journal of Product and Brand Management, 24(6), 567-579.
Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121–133.
Junaid, M., Hussain, K., Akram, U., Asghar, M. M., Zafar, S., & Hou, F. (2020). Brand love: The emotional bridge between tourists’ perceived value and well-being. Asia Pacific Journal of Tourism Research, 25(12), 1329–1342.
Khandelwal, U., & Bajpai, N. (2011). A study on green advertisement and its impact on consumer purchase intention. Journal of Creative Communications, 6(3), 259–276.
Kim, M. S., & Kim, J. (2018). Linking marketing mix elements to passion-driven behavior toward a brand Evidence from the foodservice industry. International Journal of Contemporary Hospitality Management, 30(10), 3040-3058.
Kim, W., & Cha, S. (2021). How attributes of green advertising affect purchase intention: The moderating role of consumer innovativeness. Sustainability, 13(16), 8723.
Kohlia, G., Melewar, T., & Yen, D. (2014). Investigating the strategic marketing significance of brand love in developing and nurturing consumer brand relationships via film branding: a brandscape perspective. The Marketing Review, 14(4), 383-405.
Kusuma, P. N. P. D., & Handayani, S. R. B. (2018). The effect of environment knowledge, green advertising and environmental attitude toward green purchase intention. Russian Journal of Agricultural and Socio-Economic Sciences, 78(6), 95-105.
Lafontaine, M. A., Nezakati, H., & Thwe, S. M. (2021). The predictors of organic food buying behaviour: An extension of applied norm activation model. Journal of Marketing Management and Consumer Behavior, 3(3), 41-58.
Langner, T., Bruns, D., Fischer, A., & Rossiter, J. R. (2016). Falling in love with brands: A dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), 15–26.
Le, X. C., & Nguyen, T. H. (2021). A framework of location-based advertising effectiveness: Perspectives of perceived value and satisfaction. Asian Journal of Business Research, 11(3), 14-32.
Leonidou, L. C., Leonidou, C. N., Palihawadana, D., & Hultman, M. (2011). Evaluating the green advertising practices of international firms: a trend analysis. International Marketing Review, 28(1), 6-33.
Liang, Q., & Chaipoopirutana, S. (2014, Oct 1-2). A study of factors affecting customer’s attitude toward intention to purchase green electronic products at an IT mall in Beijing, China. International Conference on Business, Law and Corporate Social Responsibility (ICBLCSR’14), Phuket, Thailand.
Lin, Y. H. (2023). Determinants of green purchase intention: The roles of green enjoyment, green intrinsic motivation, and green brand love. Sustainability, 15, 132.
Littlejohn, K., Needham, M. D., Szuster, B. W., & Jordan, E. (2016). Pre-trip expectations and post-trip satisfaction with marine tour interpretation in Hawaii: Applying the norm activation model. The Journal of Environmental Education, 47(3), 202–212.
Madadi, R., Torres, I. M., Fazli-Salehi, R., & Zúñiga, M. N. (2020). The impact of hispanic-targeted advertising on consumers’ brand love in services. Journal of International Consumer Marketing, 33(2), 137–158.
Maxian, W., Bradley,S. D., Wise, W., & Toulouse, E. N. (2013). Brand love is in the heart: Physiological responding to advertised brands. Psychology & Marketing, 30(6), 469–78.
Navaneethakrishnan, K., & Sathish, A. S. (2020). It's all about brand love-expressing through purchase intention, brand trust and brand attitude. Journal of Critical Reviews, 7(4), 313-318.
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability, 12(19), 7880.
Office of the National Economics and Social Development Council. (2023). NESDC economic report. https://www.nesdc.go.th/nesdb_en/ewt_news.php?nid=4501&filename=index.
Otero, C., & Wilson, G. P. (2018). Effects of brand love and brand equity on repurchase intentions of young consumers. International Review of Management and Marketing, 8(4), 7.
Pan, C., Lei, Y., Wu, J., & Wang, Y. (2021). The influence of green packaging on consumers’ green purchase intention in the context of online-to-offline commerce. Journal of Systems and Information Technology, 23(2), 133–153.
Rahbar, E., & Abdul Wahid, N. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73–83.
Sadom, N. Z. M., Quoquab, F., & Mohammad, J. (2022). Waste not, want not: fostering frugality amongst Muslim tourists in the Malaysian hotel industry. Journal of Islamic Marketing, 13(8), 1656-1684.
Sahin, S., Baloglu, S., & Topcuoglu, E. (2019). The influence of green message types on advertising effectiveness for luxury and budget hotel segments. Cornell Hospitality Quarterly, 61(4), 443–460.
Salehzadeh, R., Sayedan, M., Mirmehdi, S. M., & Heidari Aqagoli, P. (2021). Elucidating green branding among Muslim consumers: the nexus of green brand love, image, trust and attitude. Journal of Islamic Marketing, 14(1), 250–272.
Sandi, A., Sabarno, H., Aulia, N. T., Amareta, N., & Munawar, F. (2021). Toward green purchase intention in eco-friendly product: The role of green advertising effectiveness, green perceived value and green trust. Review of International Geographical Education Online, 11(8).
Schwartz, S. H. (1977). Normative Influences on Altruism. Advances in Experimental Social Psychology, 221–279.
Schwartz, S. H., & Howard, J. A. (1981). A normative decision-making model of altruism. In Rushton, J. P. (Ed.), Altruism and helping behavior. Social, personality, and developmental perspectives. Hillsdale, NJ: Erlbaum.
Shen, Y., Huang, S., Choi, H. S. C., & Morrison, A. M. (2021). Does brand love matter to casual restaurants? A multi-group path analysis. Journal of Hospitality Marketing & Management, 30(5), 630–654.
Shin, S., & Ki, E. J. (2019). The effects of congruency of environmental issue and product category and green reputation on consumer responses toward green advertising. Management Decision, 57(3), 606–620.
Singh, D., Kulshreshtha, K., & Bajpai, N. (2021). Factors underlying brand trust for affecting brand love leading to customers’ purchase intention in Indian hypermarkets. International Journal of Electronic Marketing and Retailing, 12(3), 254.
Suhaily, L., & Darmoyo, S. (2019). Effect of green product and green advertising to satisfaction and loyalty which mediated by purchase decision. International Journal of Contemporary Applied Researches, 6(1), 44-57.
Taber, K. S. (2017). The use of Cronbach’s Alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273–1296.
Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2).
Torres, P., Augusto, M., & Neves, C. (2022). Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love. Psychology & Marketing, 39(1), 59-75.
Usman, M., Ilyas, S., Hussain, M. F., & Qureshi, T. M. (2010). General attitude towards advertising: cultural influence in Pakistan. International Journal of Marketing Studies, 2(2), 124-34.
Vazifehdoust, H., Taleghani, M., Esmaeilpour, F., & Nazari, K. (2013). Purchasing green to become greener: Factors influence consumers’ green purchasing behavior. Management Science Letters, 3(9), 2489–2500.
Walgito, B. (2004). Pengantar psikologi umum. In: Yogyakarta: Andi Offset.
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers’ green purchase behavior in a developing nation: applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122.
Yap, T. W. (2022). The mediating effects of perceived value between the relationship of social media marketing and purchase intention. DLSU Business & Economics Review, 31(2), 125-136.
Yoon, D., Kim, Y. K., & Fu, R. J. (2020). How can hotels’ green advertising be persuasive to consumers? An information processing perspective. Journal of Hospitality and Tourism Management, 45, 511–519.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750.
Zhang, Y., & Yang, Y. C. (2023). Exploring the role of green animation advertising influencing green brand love and green customer citizenship behavior. BMC Psychology,
Zhuang, W., Cumiskey, K. J., Xiao, Q., & Alford, B. L. (2010). The impact of perceived value on behavior intention: an empirical study. Journal of Global Business Management, 6(2), 1.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Thammasat Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The opinions and ideas expressed in all submissions published in Thammasat Review are solely that of the author(s) and do not necessarily reflect that of the editors or the editorial board.
The copyright of all articles including all written content and illustrations belong to Thammasat Review. Any individuals or organisation wishing to publish, reproduce and distribute a particular manuscript must seek permission from the journal first.
