Moving towards Greener Hotel: The Roles of Manager’s Environmental Attitudes, Self-transcendence Value, and Perceived Benefits

Lok-Sin Kuar¹ , Lee-Peng Ng² , Sok-Yee Teoh³ ,Yuen-Onn Choong⁴ , Chee-Wee Tee⁵ , I-Chi Chen^{6
1, 3} Department of Economics, Universiti Tunku Abdul Rahman (This email address is being protected from spambots. You need JavaScript enabled to view it., This email address is being protected from spambots. You need JavaScript enabled to view it.)
^2,4,5 Department of Business, Universiti Tunku Abdul Rahman (This email address is being protected from spambots. You need JavaScript enabled to view it., This email address is being protected from spambots. You need JavaScript enabled to view it., This email address is being protected from spambots. You need JavaScript enabled to view it.)
⁶ Department of Marketing, Universiti Tunku Abdul Rahman (This email address is being protected from spambots. You need JavaScript enabled to view it.)

ABSTRACT

Growing concern towards the environmental impacts of hotels’ operation has led to the rising call for the adoption of green practices in the sector. Generally, the adoption of green practices is viewed as essential for the performance and competitive edge of the hotel sector. The motivation towards green practices is partly driven by the potential benefits that can be gained by the hotel through the improved market and financial performance. Besides, personal value (specifically selftranscendence value) and environmental attitudes were found to be crucial in determining an individual’s pro-environmental behaviour. Nevertheless, the evaluations of the functions of these variables in predicting the adoption of green practices by the management of the hotel remain scant. Hence, the purpose of this paper is to propose a research framework to evaluate the roles of environmental attitudes, self-transcendence value, and perceived benefits of the owners or managers on the adoption of green practices in the hotel. This proposed study will employ a quantitative research approach. The cross-sectional data will be collected via self-administered questionnaires, and the target respondents are the owners or top managers of the first-star to five-star hotels located at different states in Peninsular Malaysia. This paper concludes with the emphasis on the needs for hoteliers to embrace sustainability initiatives. Green practices are the right things to do and can be served as a powerful marketing mechanism that can improve hotels’ performance.

Keywords: Green practices; Environmental Attitudes; Value; Perceived Benefits; Hote