The Factors Influence on Consumer Purchase Intention Toward Green Hotel In Xinjiang, China

Abstract

This research aims to study the influence of demographics, green perceived value, and social responsibility on customer purchase intentions at green hotels in Xinjiang, China. The researcher used the questionnaire as the research tool and collected data from 500 samples of customers who will stay at the green hotel in Xinjiang. Descriptive statistics were used to analyze data, including Frequency, Percentage, Mean, Standard Deviation, Standard Deviation, and inferential statistics, including independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression at the statistical significance level of 0.05. The results found that most respondents were female, 18-24 years old, had a bachelor's degree, were employed as a company worker, and had a monthly income of more than 10,000 CNY. The first hypotheses were tested, and the results found that the differences in education and income significantly affected different green hotel purchase intentions in Xinjiang, China. The results of the second hypothesis tested found that functional, emotional, social, monetary, and epistemic values significantly influence customer purchase intention in green hotels in Xinjiang, China. For the last hypotheses tested, the results also found that ethical, legal, philanthropic, and economic significantly influence customer purchase intention in green hotels in Xinjiang, China.