HANOI UNIVERSITY

FACULTY OF
MANAGEMENT AND
TOURISM

----------OoO----------

RESEARCH PROPOSAL
The Impact of Hotel's Green Image on Influencing
Customers’ Behavioral Purchase in Hanoi - Vietnam

Major: Tourism and Hospitality Management

Tutor:
Nguyen Duc Hoa Cuong
Ngo Phuong Dung
Group 6:
Nguyen Thi Trang Nhung - 2006190042
Nguyen Thi Thuy Quynh - 2006190050
Nguyen Thi Quynh Nhu - 2006190043
Le Thi Lan - 2006190030
Nguyen Danh Duc - 2006190011

Hanoi, February 2024

 Abstract
This research paper aims to examine the influence of a hotel's green image on customers'
behavioral purchase in Hanoi, Vietnam. As sustainability becomes increasingly important in the
tourism and hospitality industry, understanding how a hotel's eco-friendly practices impact
consumer behavior is crucial. The study will employ a mixed-method approach, including
surveys and interviews with hotel customers in Hanoi, to gather both quantitative and qualitative
data. The findings will contribute to a better understanding of the factors that drive customers'
decisions in the context of environmentally conscious hotels, providing valuable insights for
hotel managers and marketers.

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 I. INTRODUCTION
1. General introduction
The tourism sector has a significant impact on both the whole economy and society
(Juvan & Dolnicar, Citation 2017), 10.4% of the world's gross domestic product, 7% of
exports, and 10% of jobs worldwide are attributed to it (WTTC, Cites 2018). Contrary to
the advantages mentioned above, tourism-related activities are responsible for 8% of
greenhouse gas emissions (Lenzen et al., Citation 2018). Hotels in particular are highly
energy- and water-intensive segments of the tourism industry, and they represent a
significant environmental challenge due to their massive energy and resource
consumption (water, lighting, and numerous disposable products) during daily operations
(Verma and Chandra, 2017; Bohdanowicz, 2005). Because of this, hotels are becoming
more and more concerned with striking a balance between resource use, ethics and social
concerns, the environment, and profitability (Chan, 2013; Hsieh, 2012). Customers show
their concern for the environment through a range of actions, and some of them may
decide to travel to green hotels (Gordon-Wilson and Modi, 2015; Lee et al., 2010;
Robinot and Giannelloni, 2010).
2. Current understanding
A hotel with a green image may draw in investors, draw in and keep staff, and foster
customer loyalty, claims Green Hotelier (Green Hotelier, 2007). The impact of visuals on
people's behavior was noted in a prior study (Bige, Sanchez, & Sanchez, 2001).
According to numerous definitions, an individual's general views, beliefs, and thoughts
about a location, good, service, travel destination, business, or brand are reflected in their
image (Bigne et al.., 2001; Lee, Hsu, Han, & Kim). Thus, it is plausible to assume that
 visitors' perceptions will impact their selection of lodging, their subsequent assessment of
their visit, and their likelihood of returning in the future (Bigne et al., 2001). According
to Manaktola and Jauhari (2007), more travelers are looking for eco-friendly lodging.
Furthermore, Yusof et al. (2012) found that customers exhibit greater loyalty to green
hotels they respect and have faith in a hotel's green image. Furthermore, the image of a
green hotel has given rise to positive behavioral intentions of customers at the hotel (Lee,
Jin-Soo; Hsu, Li-Tzang (Jane); Han, Heesup; Kim, Yunhi (2010)).

3. Problem/gap
Green consumers started to emerge and proliferate globally in the early 1990s
(Kirkpatrick, 1990). Concerns over environmental problems like habitat destruction,
ozone layer thinning, and global warming are growing among consumers. More and more
consumers are eager to purchase ecologically friendly products as they become aware of
the direct impact their purchases have on the environment. An effort to reduce the
negative effects of excessive consumption of non-durable goods, energy use, water waste,
and pollutant emissions into the air, water, and soil has given rise to a green management
movement within the hotel industry (Italian National Environmental Protection Agency
and Technical Services, 2002). Ninety percent of hotel customers prefer to stay in
environmentally conscious hotels, according to a study conducted by Accor and the
International Hotel Environmental Initiative (Mensah, 2004). Additionally, according to
Han, Heesup; Lee, Jin-Soo; Hsu, Li-Tzang (Jane); Kim, Yunhi (2010), the perception of a
green hotel turns into a potent operational weapon that draws and keeps a larger clientele
than just visitors. Although there are many significant impacts on the influence of green
hotel image on tourists' purchasing behavior, there is still little research on why tourists
return to use the service. green hotel services.
4. The importance of the topic
In this article, we discuss why travelers return to green hotel imagery and how hotels can
improve their green image to attract customers to buy and repurchase. Therefore, this
article will investigate in depth about tourists in Vietnam in general and tourists in Hanoi
in particular to gain more insight when comparing the influence between green hotel
image and the purchasing behavior of customers. This research will help readers grasp
 the current situation of green hotels and the trend of tourists choosing green products in
Hanoi, Vietnam. At the end of this research, green hotels can grasp the purchasing trends
of tourists, thereby developing products to improve the hotel's green image and help
attract more tourists.
5. Research question
In keeping with the general theme decided for this subject, our investigation will focus on
clarifying the topic: “The impact of a hotel's green image on customer purchasing
behavior.” stores in Hanoi, Vietnam." And this study will focus on three research
questions:
1. Are customers willing to pay more for a green hotel because of the green image?
2. Will customers who experience a green hotel for the first time repurchase?
3. What is the reason why customers repurchase green hotels?

II. LITERATURE REVIEW:

1. Green image
In the current era of strongly developing digital technology, brand image is important in
influencing consumer behavior (Martínez, P. Customer loyalty , J. Mark. 1961,Han et al.,
Green Hotels ). According to Ogilv (GG scholar), brand image is "an essential work
criterion in the brand communication process, since it shows that what lasts over time, is
not so much a certain message associated with a concrete product, but it is a concrete
projection in consumer beliefs, which is its mental representation". In the same sense,
Aaker (Google Scholar) also defines that brand image is "all existing associations in the
minds of consumers". It is divided into 3 types, first is functional associations related to
physical products, brand symbols, and other intangibles; the second is emotional or
symbolic associations, such as the lifestyle perceived through the brand; and the third is
associations related to one’s own experience, such as memories of the use of the brand’s
products or services (Herrera, D., 2011) (accessed on 23 October 2020).
According to Philip Kotler, an image is the set of beliefs, ideas, and impressions that a
person has regarding an object. Brand image is considered the synthesis of beliefs, ideas,
and impressions that customers hold. It will be developed with time, customer
interaction, and experience. From there we can understand the brand image as consumers'
 perceptions of a specific brand, it is reflected in customers' associations and becomes the
mental image of the brand when faced with a specific product.
2. Hotel green image
Green, an environmentally friendly activity, is increasingly being adopted by hotels. First
of all, from the greened form of hotel services, there is not only the possibility of
providing services but also enriching the customer experience at that hotel. Next,
internally, the management of green human resources is also an activity that helps to
improve the operational efficiency of the hotel (Pham et al., 2019). Through this, hotel
managers can come up with strategies that help build a green brand for hotels. (Bashir et
al., 2020 Green Brand Benefits and Brand Outcomes: The Mediating Role of Green
Brand Image - Shahid Bashir, Muddasar Ghani Khwaja, Yasir Rashid, Jamshid Ali Turi,
Tariq Waheed, 2020). As stated above, the brand image is considered as the synthesis of
the beliefs, ideas and impressions that the customer holds (Philip Kotler), it is developed
over time, the interaction and the customer's experience of that brand. Socially
responsible hotel chains can all indirectly enhance consumer loyalty to the hotel's image
through green marketing (Chung and Management, 2020). In addition, programs related
to recycling and disposal are organized to give today's tourists the initiative, and perhaps
also passivity, the expectations of green interaction, green certification and positive green
advertising. The affective, emotional, cognitive, relational, and behavioral brand
experience of consumers will have a positive influence on the experiential aspect —
while mediating the influence of brand image innovation and green image on brand
satisfaction in the minds of customers (Nysveen et al., 2018).
3. Customer behavior purchase
Recognized hotel green activities can provide benefits to customers such as meeting
emotional needs for sustainability concerns and promoting positive customer
attitudeRecognized hotel green activities can provide benefits to customers such as
meeting emotional needs for sustainability concerns and promoting positive customer
attitudes (Chen, 2010 The Influence of Environmental Friendliness on Green Trust: The
Mediation Effects of Green Satisfaction and Green Perceived Quality). Thus, focusing on
food and the environment can influence customer perceptions of green brand image and
customer civic behavior (CCB). For the average customer, the impact of green image
focused on the environment has been more convincing in improving the “green hotel
image” and CCB than in initiatives on food elements. Customers, who use hotel services
with conscious, environmentally friendly behavior in India have directly funded hotels
 that have adopted appropriate green practices without compromising service quality
(Manaktola và Jauhari, 2007 Exploring consumer attitude and behaviour towards green
practices in the lodging industry in India | Emerald Insight). Green hotel images can only
inspire positive customer attitudes when customers recognize that brand's efforts to
implement them (Jeong et al., 2014 The impact of eco-friendly practices on green image
and customer attitudes: An investigation in a café setting - ScienceDirect). Indian hotels
have a competitive advantage over similar products if they follow green practices and
have a green brand image (Manaktola và Jauhari, 2007 Exploring consumer attitude and
behaviour towards green practices in the lodging industry in India | Emerald Insight).
Another study indicates that the positive effects of implementing the green practice of
hotels in tourist destinations on customer attitudes are based on the theory of nuances of
society (Tajfel and Turner, 1986 Customer loyalty and customer loyalty programs |
Emerald Insight), whereby individuals tend to identify themselves using social categories
and people choosing or favoring businesses karma matches their colors. This theory
suggests that self-identified customers are environmentally or health-conscious and may
be attracted to green tourism establishments, and hotels with a green and sustainable
image, which creates a positive attitude toward businesses (Chan và Hawkins, 2010
[Link]
%3Dihub ). Previous studies have shown that green imagery can increase customer
satisfaction by satisfying their own personal values with the sustainability of
personal value (Gao and Mattila, 2014
[Link]
%3Dihub ; Gao et al, 2016 A meta-analysis of behavioral intentions for environment-
friendly initiatives in hospitality research ; Wang et al., 2018
[Link]
Studies by Philip Kotler indicate that consumers are more likely to choose sustainable
hotels, that have a positive environmental reputation, and view such establishments as
socially responsible and environmentally conscious. Further exploration of these studies
shows that consumers often associate green images with higher levels of service quality
and commitment to ethical business practices.

4. The significance of green image for customer behavior

There have been surveys and studies confirming the influence of brand image on
consumer behavior (GG Scholar, GG Scholar). According to research by Folse et al. (GG
Scholar), brand image has been shown to influence consumers' purchase intentions and
their willingness to pay a higher price for this. Similarly, research conducted by
Schivinski and Dabrowski (The effect of social media communication on consumer
perceptions of brands) examined the relationship between brand image and purchase
intention. And in the hotel sector, Wang et al. (Green image and consumers’ word-of-
mouth intention in the green hotel industry) suggest that between green brand image and
behavioral intention to visit again, and willingness to pay a higher price when visiting
these establishments, there is a positive relationship between them.

In the study by Han et al. (Passenger Repurchase Behaviours in the Green Cruise Line
Context: Exploring the Role of Quality, Image, and Physical Environment) has proven
that there is a significant relationship between the green image of a cruise ship and
customers' attitudes toward them, but it also has little influence on consumer behavior.
With the connection between the hotel's green image and consumer attitudes and
behaviors, Assaker, G. (3) confirmed that there is a relationship between them. It is
expressed through the intention to develop word-of-mouth communication strategies or
repeat purchases.

Develop the image and brand of a green hotel using concepts of perception, behavior, and
overall image to promote influencing the target customer (i.e., intention to revisit,
intention to make positive suggestions to others, and willingness to pay) (Lee et al.,
2010b). Various green attributes (from green images and green practices) in hotels have
an impact on customer attitudes toward business and leisure activities, green behaviors
(Millar et al., 2012). The quality of products and services also significantly influences
brand image and customer satisfaction (Nawi et al., 2019). In addition, the information
and perceptions of the business from the external environment also significantly
influence the citizen behavior of the customer in providing feedback and evaluation to the
business. According to another study, green imagery has a relationship with CCBs,
helping them make recommendations, suggestions to other consumers, and provide
feedback (Kim et al, 2020). Specifically, building a green image with sustainability will
help businesses maintain and strengthen strong relationships with customers in the future.
Hence, good green practices can improve customer reputation and stimulate civic
behavior (Van et al, 2016). In one study, customer satisfaction in different ways was
influenced by the “green” factors of the hotel (Yu et al, 2017). The green hotel image, or
in other words, the environmental friendliness of the hotel will positively influence the
perception of the hotel's products and services, increasing customer perceived quality
satisfaction (Assaker et al., 2020b). In particular, consumer behavior plans to expand in
combination with the factors of quality of service, customer satisfaction, overall image,
and frequency of past behavior as a more comprehensive explanation of customer's
formation of green hotel visit intentions (Han and Kim, 2010). Since then, comments on
the green hotel image and satisfaction in the minds of customers have been increasingly
closely related. CCB plays an important intermediary role for the impact on brand value,
covering a wide range (Raza et al, 2020), especially employee-delivered service brands
(Park, 2020). The image of a “green hotel” is successfully built through the
implementation of corporate social responsibility (CSR) such as economic responsibility,
legal responsibility, ethical responsibility, and philanthropic responsibility of hotels (Ahn
and Park, 2019). Thereby it can be seen that CSR is also an important strategy for
 improving customer feedback, thereby trusting the communication of the relationship
between CSR and CCB, further CSR-CCB alignment (Aljarah, 2020). Through a
multidimensional perspective, linking studies together, the relationship between brand
image and customer civic behavior becomes clearer. From this evidence, this study
proposes that:
H1: Hotel green image influence customer willing to pay more
H2: Customers tend to repurchase the goods and services because of green hotel image
[Link] DEVELOPMENT
The trend of green living is not just a passing movement but has become a part of the lifestyle of
many people, especially today's youth. With awareness of increasingly serious environmental
issues, changing consumer behavior and choosing services consistent with a sustainable lifestyle
has become a top priority. In this context, the tourism industry is also transforming and adapting
to meet market needs. Green hotels are not only a regular place to stay but also a destination that
attracts tourists interested in protecting the environment and experiencing life close to nature.
More than just a decoration trend or innovation in management, converting to a green hotel
model also brings clear business benefits. Research has shown that the image of a green hotel
can positively impact the behavioral purchasing of customers. This is not just about attracting
potential customers but also about retaining customers, as they tend to return for the positive
experiences that green hotels provide. With such research, it is not surprising to see that many
traditional hotels are also converting or expanding to meet market needs. This promotes healthy
competition and creates momentum for sustainable development in the tourism industry.
Therefore, the formation and development of green hotels is not only a trend but also an
undeniable need in the modern accommodation and tourism industry.
The facts also prove that the green hotel image has a positive influence on the consumption
behavior of consumers. This study reinforces the notion that images are essential in the decision-
making process and have an impact on consumers' behavioral intentions. (Wang & Hsu,
2010)[Link] Our research also
proves that the green image of a hotel will make customers willing to pay a higher price than a
conventional traditional hotel and make customers who have the experience of living in a Green
hotel want to visit green hotels again next time.
However, although there is recognition that a green image can create attraction and willingness
to pay higher prices on the part of customers, there is still a gap in understanding why some
customers return after the first experience while others do not. Further discussion and analysis of
these specific reasons will help green hotels better understand their strengths to strengthen and
develop, while also helping them recognize and overcome weaknesses, from that improves the
customer experience and creates long-term engagement.
H1 - Hotel green image influence customer willing to pay more
With the growth of demand and interest in green lifestyles, considering green image is not only a
marketing strategy but also an important foundation for the success of hotels in today's market.
In an increasingly competitive market, the ability to differentiate and differentiate is key to
attracting and retaining customers. This is especially important in the tourism industry, as
customers increasingly appreciate green and sustainable values in their experiences. Manaktola
and Jauhari (2007) [Link] in their
article: “Becoming a green hotel can be the foundation for a great marketing strategy and the first
step in marketing is to provide consumers what they want or need”.
On the other hand, becoming a green hotel requires a significant investment from the business
side. Green equipment such as garbage disposals or water saving systems not only have high
initial costs but also require ongoing maintenance and operating costs. Furthermore, using green
products often requires complex production and processing processes, from raw material
selection to production, which also increases costs for hotels.
However, although prices for staying at green hotels are often higher than for traditional hotels,
research has shown that customers are often willing to pay more for the green hotel experience.
In their article, Marketa Kubickova and Khaldoon
Nusair[Link]
281410042_Does_green_hotel_image_influence_guests
%27_behavior_The_case_of_generation_Y/links/55e5eece08aebdc0f58baa65/Does-green-hotel-
[Link] analyzed the variables and
showed that generation Y said “I am willing to spend more USD to stay at an environmentally
friendly hotel”, overwhelmingly, 66% of the respondents said they are willing to spend up to 50
USD more for a hotel stay as long as it is environmentally friendly. Therefore, the green image
of a hotel has a direct impact on customers' willingness to pay a premium to stay in green hotels.
H2 - Customers tend to repurchase the goods and services because of green hotel image
The definition was defined by Hellier, Geursen, Carr, & Rickard (2003) about repurchase
intention as the process by which an individual buys, sells and exchanges goods or services from
the same company based on past purchasing experiences. Customers develop repurchase
intention if they were satisfied with a previous purchase from the same product supplier, and at
the same time found potential value in the item (both utilitarian and hedonic) (Park & Kim,
2003). High rate of repurchasing reflects a high level of customers' satisfaction when deciding to
adopt a product. The decision to adopt or reject a product arises after consumers try a product.
Regarding the relationship between a green hotel image and customer behavior, Lee et al. (2010)

delineated that a green hotel’s overall image positively influences customer behavioral intentions
to revisit and repurchase green hotel’s goods and services, as well as spreading word-of-mouth.
Expanding the influence and increasing the scope of activities of green consumption in hotels
requires the regulation of customer attitudes towards green hotels. In other words, the results
show that sustainable consumption behavior is significantly influenced by consumers'
perceptions of destination image and their environmental beliefs. Tourists who have been to and
experienced green services at hotels often tend to return or repurchase those products or services,
intending to continue staying at green hotels when they have a positive attitude towards green
hotels. In particular, when they believe that the image of a green hotel has a positive impact on
the environment without losing service quality, they will make an effort to stay in a green hotel
when traveling. A recently conducted study by Kement (2019) to highlight the role of customers
visiting green hotels in Turkey showed that green image is a positive mediating factor between
attitudes towards Green hotel behavior and intention to visit again.

IV – RESEARCH METHODOLOGY
In this study, we aim to examine the influence of a hotel's green image on guests' choice
of hotel, in comparison to other factors such as price, location, and amenities (Attila 2016). This
research project utilizes a combination of qualitative and quantitative methods to collect,
analyze, and present data related to the structures under consideration. Quantitative methods will
be used to gather data from a large sample of Green Tourism Guests (Hotel’s customers,
Backpackers…). Additionally, qualitative methods will be employed to gain a deeper
understanding of respondents' perspectives through in-depth interviews . This study also makes
use of secondary data to explain the research questions and hypotheses.
Sampling: A random sampling technique will be used to select participants for this study
(Hussein et al 2018) More than one hundred Green Tourism Guests (hotel patrons, backpackers,
etc.) filled out a survey. The data collected from this poll, which was disseminated via Facebook
groups and email, serves as the foundation for our study. In addition, the study's sample size will
be established by the application of power analysis and statistical validity standards, utilizing
various research sites such as ResearchGate and Google Scholar. The necessary sample size will
be computed to guarantee that the research has adequate statistical power to identify significant
impacts. Moreover, we intend to conduct an online meeting with 5 guests from different target
markets: backpackers, couples, families, friend groups and solo travelers to understand each
market’s values and preferences

Data Collection: A structured questionnaire will be used to collect data from the
participants. The questionnaire will include items related to guests' choice factors when selecting
a hotel, such as price, location, amenities, and the hotel's green image. The questionnaire will be
designed using a combination of existing scales and items specific to this study's research
objectives. And for qualitative findings, we will conduct an online meeting to let 5 guests from
different target markets reveal their values and references through speeches and questions from
us.

Data Analysis: The collected data will be analyzed using quantitative analysis techniques.
The specific statistical analysis techniques that will be employed in this study include descriptive
statistics, chi-square tests, correlation analysis, and multiple regression analysis. Through
statistical analysis, we will be able to look at how visitors' choice of hotel and a hotel's green
image relate to one another while accounting for other variables like facilities, location, and cost.
Furthermore, the study will take certain steps to evaluate the direct and indirect impacts of a
hotel's green image on customers' hotel preference. Moreover, the data will be analyzed
quantitatively in order to address the study topic. In order to examine how a hotel's green image
affects visitors' decisions, the following actions will be done:

1. Obtain and arrange the dataset: The data collected through the structured questionnaire of
100 Green Tourism Guests distributed online through facebook groups will be entered
into a spreadsheet or statistical software for analysis purposes. In addition, before the
interview starts, it is important to provide a quick introduction to the interview and the
interview group. We also need to get their permission to record the interview.
 2. Perform descriptive analysis: Descriptive statistics such as mean, standard deviation, and
frequency distributions will be calculated to summarize the data and provide an overview
of guests' preferences and characteristics. This step helps in understanding the general
trend and the central tendency of the factors influencing hotel choice among participants.
3. Conduct inferential statistical tests: To investigate the correlations between categorical
variables (e.g., Yes/No responses about the significance of a hotel's green image). To find
any noteworthy correlations between continuous variables—like price sensitivity and the
significance of green practices—correlation analysis will be performed. This will make it
easier to assess the direction and strength of the associations.
4. Interpret findings and derive conclusions: The results from the statistical analyses will be
interpreted in the context of the research question. This will involve discussing how a
hotel's green image influences guest choice in comparison to other factors. The
significance of the findings will be evaluated, and implications for hotel managers and
marketers will be discussed.

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