Customers Intention Towards Green Hotel Practice in Malaysia

Kai Chen Goh, Nur Syahidah Said, Ta Wee Seow, Sulzakimin Mohamed
Department of Construction Management, Universiti Tun Hussein Onn Malaysia

Hui Hwang Goh
Department of Electrical Power Engineering, Universiti Tun Hussein Onn Malaysia

Md Asrul Nasid Masrom


Tourism industry in Malaysia has experienced continued growth due to Malaysia’s beautiful natural assets over decades. Tourism is largely depending on the clean environment, so the issues of operational hotel waste cannot be ignored. It is expected that customer behaviour while staying at the hotel can produce tonnes of waste. As a result, becoming a green customer is a step to cope with this problem. Green customers are people who committed about going green that will help to create a better environment. This concept is widely used in other countries but “limited” in Malaysia especially on green customers’ intention. Therefore, the theory of planned behaviour has been tested to define which factor is influencing the customer intention to practice green while staying at the hotel. This paper aimed to define which measurement items represent the factors of (attitude, subjective norm, perceived behaviour control and overall image). Confirmatory Factor Analysis (CFA) is used to validate the measurement model. The questionnaires are distributed and 210 respondents are received. The respondents are focussed to hotel customers in Malaysia. Data analysing is using Analysis of Moments Structures (AMOS) to confirm the unidimensional, validity and reliability for measurement model. Findings indicate most respondents perceived positive perception toward participating in green campaign favourably affect to practice green while staying at the hotel while the other factors were found no significantly generalise the finding. This highlighted the finding as to the emerging of group green customer in Malaysia still a long way to go.

Keywords: Hotel customer, Theory of Planned Behaviour, Confirmatory factor analysis, Hotel, Behavioural intention