Marketing of environmentally friendly hotels in China through religious segmentation: a theory of planned behaviour approach

• Main Authors: Lei, Wang, Wong, P. P. W. *
• Format: Article
• Language: English
• Published: Emerald 2020
• Subjects: G Geography (General); HF Commerce
• Online Access: http://eprints.sunway.edu.my/1370/1/Wong%20Pong%20Weng%20Marketing%20of%20environmentally.pdf; http://eprints.sunway.edu.my/1370/; http://doi.org/10.1108/TR-08-2019-0327
• Institution: Sunway University

Purpose – The purpose of this study is to examine the relationship between religiosity, green purchase attitude (GPA), subjective norm (SN), perceived behavioural control (PBC) and green purchase intention (GPI) towards the selection of environmentally friendly hotel. The current study argues that...