호텔 고객의 친환경 의식이 환경을 위한 희생감수의도 및 친환경 행동과의 관계에 대한 연구 - 확장된 계획행동이론을 적용하여 -
A Study on the Relationship between Environmental Consciousness of Hotel Customers, the Willingness to Sacrifice for the Environment, and Pro-environmental Behavior - Applying Theory of Planned Behavior -
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초록
This study aims to verify the relationship between green consciousness and pro-environmental behavior intention and other variables (perception image of green CSR, attitude, subjective norm, perceived behavioral control, willingness to sacrifice for the environment) verified in previous studies and to verify structural relationship between all variables based on theory of planned behavior. For empirical analysis, 333 samples were obtained from an online survey company for two weeks from Mar 10, 2022 for a month for customers who have visited green hotel for the past one year. Using the IBM SPSS Ver. 21 program and the IBM AMOS Ver. 21 program, the hypothesis was verified through demographic characteristics and confirmatory factor analysis, correlation analysis, and structural model analysis. The analysis results of the hypothesis test in this study are as follows. H1: CSR image was found to have a significant positive (+) effect on green consciousness as supported. H2: green consciousness was found to have a significant positive (+) effect on green behavior as supported. H3a,b,d: CSR image was found to have a significant positive (+) effect on attitude, subjective norm willingness to sacrifice for the environment as supported. but, not perceived behavior control as not supported of H3c. Also, H4a,b,d were supported. but not supported of H4c. And, H5a,b,c,d were all supported.
Abstract
This study aims to verify the relationship between green consciousness and pro-environmental behavior intention and other variables (perception image of green CSR, attitude, subjective norm, perceived behavioral control, willingness to sacrifice for the environment) verified in previous studies and to verify structural relationship between all variables based on theory of planned behavior. For empirical analysis, 333 samples were obtained from an online survey company for two weeks from Mar 10, 2022 for a month for customers who have visited green hotel for the past one year. Using the IBM SPSS Ver. 21 program and the IBM AMOS Ver. 21 program, the hypothesis was verified through demographic characteristics and confirmatory factor analysis, correlation analysis, and structural model analysis. The analysis results of the hypothesis test in this study are as follows. H1: CSR image was found to have a significant positive (+) effect on green consciousness as supported. H2: green consciousness was found to have a significant positive (+) effect on green behavior as supported. H3a,b,d: CSR image was found to have a significant positive (+) effect on attitude, subjective norm willingness to sacrifice for the environment as supported. but, not perceived behavior control as not supported of H3c. Also, H4a,b,d were supported. but not supported of H4c. And, H5a,b,c,d were all supported.
참고문헌 (63)
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