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The Effect of Age as a Moderator on Green Purchase Behavior in Hotel Industry
Neeti Kasliwal,
Published in
2017
Volume: 7
   
Issue: 2
Pages: 53 - 63
Abstract
Industrial revolution and technology advancement as well as the misuse of environment resources has brought attention among the people towards the environment pollution and its exploitation. This paper aims to investigate the effect of different age group of consumers towards the usage of green services offered by the hotels. The structured questionnaires were distributed to 700 respondents, where 463 responses came out. After collection of data, ANOVA test has been used to know the difference among the different age group in their awareness, perception of consumers, preferences of consumers, willingness to pay and consumer green acceptance behavior and also, Tukey's Post hoc test in ANOVA has been used to determine which age groups differ from each other. The major findings suggested that consumers having age group of 29 years or younger and 40-49 years would have difference in their willingness to pay as compared to other age group of consumers but with respect to ecoliteracy, perception of consumers, preferences of consumers and consumer green acceptance behavior there is no difference among age different age groups. It implies that age can be the major moderating factor in influencing consumers in using green services in hotels.
About the journal
JournalIPE Journal of Management