Collectivism or individualism
The challenge to predict green hotel selection in a developing country
Bibliographic Data
| ID | 17832103 |
|---|---|
| Authors | Lei Wang (0000-0001-5326-565X, Xuzhou University of Technology), Qi Zhang (0009-0000-5229-2496, Xuzhou University of Technology), Zi-Xu Wang (0000-0002-3253-4555, Xuzhou University of Technology, corresponding author) |
| Year | 2026 |
| Volume | 13 |
| Issue | 1 |
| Publication date | 2026-02-20 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Humanities and Social Sciences Communications (JOURNAL) |
| Journal identifiers | ISSN: 2662-9992 • E-ISSN: 2662-9992 |
| Publisher | Palgrave Macmillan (PUBLISHER • GB) |
| DOI | 10.1057/s41599-026-06742-x |
| OpenAlex | W7130722235 |
| Language | EN |
| References cited | 104 |
The impact of individualism or egoism on consumers’ pro-environmental behaviour always yields conflicting outcomes in Eastern and Western societies. Meanwhile, prior research largely relied on a single attitudinal dimension to explain how consumers preferred green hotels. This study incorporates two types of attitudes, ecocentric and anthropocentric, to examine whether collectivism or individualism is more appropriate for understanding why consumers in Eastern societies choose green hotels. 296 usable questionnaires were collected in three cities using an online survey with purposive sampling and processed using structural equation modelling. Results revealed that collectivism positively influenced anthropocentric attitude, intention, and willingness to pay more. Individualism negatively influenced ecocentric and anthropocentric attitudes but positively influenced intention and willingness to pay more. Ecocentric and anthropocentric attitudes positively influenced intention and willingness to pay more. Furthermore, ecocentric attitude positively influenced anthropocentric attitude towards green hotel selection. Theoretical and practical implications as well as limitations were discussed accordingly
Anthropocentrism · Collectivism · Developing country · Individualism · Nonprobability sampling · Structural equation modeling · Willingness to pay · Diverse Aspects of Tourism Research · Environmental Education and Sustainability · Environmental Sustainability in Business
Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R
Applied Multivariate Research
To be or not to be green
Green thinking but thoughtless buying? An empirical extension of the value-attitude-behaviour hierarchy in sustainable clothing
Predicting green hotel behavioral intentions using a theory of environmental commitment and sacrifice for the environment
Application of the extended VBN theory to understand consumers’ decisions about green hotels
Impact of culture, behavior and gender on green purchase intention
How materialism affects environmental beliefs, concern, and environmentally responsible behavior
Targeting consumers who are willing to pay more for environmentally friendly products
Ecocentrism and Anthropocentrism
Value Orientations to Explain Beliefs Related to Environmental Significant Behavior
Values and Behavior
The New Environmental Paradigm Scale
Young consumers' intention towards buying green products in a developing nation
The Influence of Individualism, Collectivism, and Locus of Control on Environmental Beliefs and Behavior
The environmental attitudes inventory
Determinants of Chinese consumers' green purchase behavior
Environmental Attitudes, Knowledge, Intentions and Behaviors Among College Students
The structure of environmental attitudes
Value Orientations, Gender, and Environmental Concern
Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention
Implicit connections with nature
Ecocentric and anthropocentric attitudes toward the environment
A reduced version of the horizontal and vertical individualism and collectivism scale
Values, Norms, and Intrinsic Motivation to Act Proenvironmentally
Cutoff criteria for fit indexes in covariance structure analysis
The theory of planned behavior
Common method biases in behavioral research
A new criterion for assessing discriminant validity in variance-based structural equation modeling
Common Method Bias in PLS-SEM
Partial least squares structural equation modeling (PLS-SEM)
Implicit social cognition
Understanding Guests’ Intention to Visit Green Hotels
Citizens' support in social mission platforms
Merging the theory of planned behaviour and value-belief-norm theory to predict green hotel visit intention among Chinese university students
Impact of perceived value in virtual brand communities on purchase intention of domestic electric vehicles
Normative Influences on Altruism
Individualism, Decadence and Globalization
Tourists' intention to visit green hotels
Exploring tourists’ pro-environmental behavior
Motivating Society-wide Pro-environmental Change
How green our future would be? An investigation of the determinants of green purchasing behavior of young citizens in a developing Country
Exploring young consumers’ intention toward green products
Determinants of young vacationers’ recycling and conservation behavior when traveling
The Effect of Social and Personal Norm on Intention to Patronize Green Hotels
Green Hotel Selection of Chinese Consumers
Factors that Influence Potential Green Hotel Customers’ Decision-making Process – Evidence from China
Determinants of Consumers Purchase Attitude and Intention Toward Green Hotel Selection
Artificial intelligence in local government services
Young travelers' intention to behave pro-environmentally
New Environmental Theories
Converging measurement of horizontal and vertical individualism and collectivism
Instrumental and spiritual views of people-environment relations
Personal Value Priorities and National Identification
A structural equation test of the value-attitude-behavior hierarchy
Changing, priming, and acting on values
Value Orientations and Environmental Beliefs in Five Countries
Value Hierarchies Across Cultures
| Citation velocity | historical |
|---|---|
| Highly cited | No |