A Study of the Integrated Model with Norm Activation Model and Theory of Planned Behavior: Applying the Green Hotel’s Corporate Social Responsibilities

Abstract

This study investigated the structural relationship between the green behavior of green hotel users by integrating and applying green corporate social responsibility (GCSR), the norm activation model (NAM), and theory of planned behavior (TPB). The survey targets were customers who have visited green hotels at least 1–2 times in the past two years and completed an online (mobile) self-written Google survey. In addition, to increase the validity of the research hypothesis of this study, the definition of green hotel CSR was simply explained for understanding before the survey began. Four hundred and fifty surveys were distributed for a month from 15 October 2022, and 386 samples were used for final analysis, excluding non-response, and SPSS and Amos programs were used for the analysis. The analysis results of the research hypothesis are as follows. In the process of GCSR on the green behavior of hotel users, the relationships between awareness of consequence (AC), ascription of responsibility (AR), and personal norm (PN) of NAM were all found to have a significant effect. Therefore, H1a–d are supported. Additionally, in the context of another theory, TPB, in the process of GCSR on the green behavior of hotel users, the study verified the relationship between attitude (AT), subjective norm (SN), and perceived behavioral control (PBC) of TPB. However, GCSR has no significant effect on PBC, so H2c was rejected, and PBC has no significant effect on green behavioral intention (GBI), so H4c was rejected. Finally, subjective norm (SN) as a variable of TPB was found to have a significant positive effect on PN as a variable of NAM. Thus, H3 was supported. This study intends to present useful basic evidence by providing academic and practical implications for establishing the management strategy of hotel companies.