The Influence of Green Perceived Value on Consumer Purchase Intentions toward Green Hotel in Xinjiang, China
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Abstract
The purposes of this research were aimed to study 1) customer purchase intention differences for a green hotel based on demographic factors, and 2) consumer purchase intentions toward the green hotel being influenced by perceived green value. Using a questionnaire as the research instrument, the researchers collected data from 500 customers who would be lodging at the green hotel in Xinjiang. Descriptive statistics, such as frequency, percentage, mean, standard deviation, and LSD, as well as inferential statistics, such as independent samples t-test, one-way ANOVA, LSD, and multiple linear regression at the statistical significance level of 0.05, were employed to analyze the data.
According to the findings, the majority of respondents were female, between the ages of 18 and 24, had a bachelor's degree, worked for a company, and made more than 10,000 CNY per month. Following the testing of the first hypothesis, it was discovered that the purchase intention to stay at the green hotel in Xinjiang were significantly influenced by education and income. According to the results of the second hypothesis test, customers' intentions to stay at a green hotel in Xinjiang are significantly influenced by functional, emotional, social, monetary, and epistemic values.
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