Table 2.
Analyzing the data from scales used to measure various constructs.
| Construct/Indicators | Scale name | Indicator loadings | Mean | Standard Deviation | Composite reliability | Cronbach's alpha | Rho_A | Average Variance Extracted (AVE) |
|---|---|---|---|---|---|---|---|---|
| Actual Booking | 0.931 | 0.889 | 0.890 | 0.621 | ||||
| I feel that I have played a great part in helping the environment when I stayed in green hotels | ACT1 | 0.878 | 3.889 | 1.064 | ||||
| I feel more comfortable when I visit green hotels rather than normal ones | ACT2 | 0.928 | 4.157 | 1.075 | ||||
| I aim to book green hotels again after my first booking | ACT4 | 0.905 | 4.010 | 1.086 | ||||
| Intentions to book | 0.944 | 0.964 | 0.965 | 0.904 | ||||
| I expect to continue booking a green hotel in the future | INT1 | 0.944 | 3.928 | 1.101 | ||||
| I will make an effort to book a green hotel when traveling | INT2 | 0.961 | 4.017 | 1.076 | ||||
| I would prefer to book a green hotel in the future as compared to its competitors | INT3 | 0.952 | 3.961 | 1.096 | ||||
| My willingness to book a green hotel is high | INT4 | 0.946 | 4.051 | 1.123 | ||||
| Subjective norm | 0.948 | 0.934 | 0.935 | 0.884 | ||||
| Most people who are important to me think I should book a green hotel while traveling | SUB1 | 0.942 | 3.604 | 1.071 | ||||
| Most people who are important to me would want me to book a green hotel while traveling | SUB2 | 0.955 | 3.560 | 1.110 | ||||
| People whose opinions I value would prefer that I am green hotel when traveling | SUB3 | 0.922 | 3.688 | 1.082 | ||||
| Attitude | 0.889 | 0.845 | 0.863 | 0.617 | ||||
| For me, booking a green hotel when traveling is (Extremely bad- Extremely good) | ATT1 | 0.780 | 4.541 | 0.727 | ||||
| For me, booking a green hotel when traveling is (Extremely Undesirable-Extremely desirable) | ATT2 | 0.787 | 4.413 | 0.799 | ||||
| For me, booking a green hotel when traveling is (Extremely unpleasant- Extremely pleasant) | ATT3 | 0.864 | 4.524 | 0.734 | ||||
| For me, booking a green hotel when traveling is (Extremely Unfavorable-Extremely favorable) | ATT4 | 0.684 | 4.222 | 0.955 | ||||
| For me, booking a green hotel when traveling is (Extremely foolish- Extremely wise) | ATT5 | 0.802 | 4.495 | 0.767 | ||||
| Perceived Behavioral control | 0.886 | 0.806 | 0.837 | 0.722 | ||||
| Whether or not I stay at a green hotel when traveling is completely up to me | PBC1 | 0.826 | 3.698 | 1.067 | ||||
| I am confident that if I want, I can stay at a green hotel when traveling | PBC2 | 0.923 | 3.850 | 1.020 | ||||
| I have resources, time, and opportunities to stay at a green hotel when traveling | PBC3 | 0.795 | 3.541 | 1.055 | ||||
| Moral obligation | 0.935 | 0.897 | 0.898 | 0.829 | ||||
| I would feel guilty if I stayed in a hotel damaging the environment | MRO1 | 0.907 | 3.768 | 1.118 | ||||
| To stay in a hotel that damages the environment would be morally wrong for me | MRO2 | 0.915 | 3.865 | 1.043 | ||||
| Staying in a hotel that affects the environment would go against my principles | MRO3 | 0.909 | 3.797 | 1.080 | ||||
| Justice | 0.915 | 0.815 | 0.815 | 0.844 | ||||
| Staying in a hotel damaging the environment is unfair | JUS1 | 0.917 | 3.935 | 1.105 | ||||
| Staying in a hotel damaging the environment is unjust | JUS2 | 0.920 | 3.597 | 1.133 | ||||
| Perceived benefits | 0.900 | 0.833 | 0.835 | 0.750 | ||||
| If I stayed in a green hotel, I would save money | BEN1 | 0.858 | 3.169 | 1.033 | ||||
| If I stayed in a green hotel, I would save time | BEN2 | 0.891 | 3.176 | 1.019 | ||||
| If I stayed in a green hotel, I would improve my work performance | BEN3 | 0.849 | 3.640 | 0.960 | ||||
| Perceived risk | 0.829 | 0.789 | 1.303 | 0.558 | ||||
| There is a chance that there will be something wrong with environmental performance of this green hotel. | RSK1 | 0.578 | 3.130 | 0.944 | ||||
| There is a chance that this green hotel will not work properly with respect to its environmental design. | RSK2 | 0.596 | 3.128 | 0.971 | ||||
| There is a chance that you would get environmental penalty or loss if you use this green hotel | RSK3 | 0.944 | 2.394 | 1.078 | ||||
| There is a chance that using this green hotel will negatively affect the environment | RSK4 | 0.809 | 2.423 | 1.109 | ||||
| Trust | 0.952 | 0.932 | 0.933 | 0.831 | ||||
| I feel that this hotel's environmental reputation is generally reliable | TRUST1 | 0.905 | 3.577 | 0.944 | ||||
| I feel that this hotel's environmental performance is generally dependable | TRUST2 | 0.926 | 3.604 | 0.886 | ||||
| I feel that this hotel's environmental claims are generally trustworthy | TRUST3 | 0.917 | 3.597 | 0.887 | ||||
| This hotel's environmental concern meets my expectation | TRUST4 | 0.900 | 3.715 | 0.925 | ||||
For the sake of this discussion, we will use the abbreviations ACT = Actual Booking, INT = Intention to Book, SUB = Subjective Norms, ATT = Attitude, PBC = Perceived Behavioral Control, MRO = Moral Obligation, JUS = Justice, BEN = Perceived Benefits, and RSK = Perceived Risk.