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Toward green consumerism practices in Malaysia hotel industries

Said, Nur Syahidah (2016) Toward green consumerism practices in Malaysia hotel industries. Masters thesis, Universiti Tun Hussein Onn Malaysia.


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Over the decades, tourism industry in Malaysia has experienced continued growth due to Malaysia’s beautiful natural assets. The tourism is largely depends on the clean environment, so the issues of operational hotel waste cannot be ignored. It can be expected that consumer behaviour while staying at the hotel can produce tonnes of waste. As a result, becoming a green consumer is a step to cope with this problem. Green consumers are people who committed about going green that will help to create a better environment. This concept widely used in other countries but is still “limited” in the Malaysia perspective. There are two objectives of this study. Firstly, to identify the perception of Malaysians toward going green consumers and secondly, the Theory of Planned Behaviour (TPB) has been tested to define which factor influencing the consumer intention to practice green while staying at the hotel. The respondents are the consumers, who had experienced staying at the Malaysia hotels. The questionnaire is used and the data is analysed using Statistical Package for Social Sciences (SPSS) and Analysis of Moments Structures (AMOS). From the findings, respondents have positive perceptions towards going green but showing inconsistent behaviour. The result from TPB theory, only Perceived Behaviour Control (PBC) and Overall Image (OI) favourably affect the intention to practice green while staying at the hotel. In conclusion, the respondents possess the awareness towards environmental protection, but their intention to participate of going green is still lagging behind.

Item Type: Thesis (Masters)
Subjects: T Technology > TH Building construction > TH1-844 Building construction
Depositing User: Mr. Mohammad Shaifulrip Ithnin
Date Deposited: 14 Feb 2017 06:20
Last Modified: 14 Feb 2017 06:20
URI: http://eprints.uthm.edu.my/id/eprint/8912
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