Abdullah Al Mamun

Nov 6, 2024 | nature.com | Jin Yang |Mohammad Reza |Muhammad Mehedi Masud |Mara Ridhuan Che Abdul Rahman |Abdullah Al Mamun

Green transformation in the hotel industry represents an undeniable trend yet poses financial challenges, particularly in emerging economies. Expanding on the service quality-satisfaction-behavioral intention paradigm, this study investigates the influences of green emotional attachment, attitude towards green hotels, green image, green practice performance, word-of-mouth, guest satisfaction, functional value, and green experiential loyalty on green hotel premium payment. We collected 573 data points from China using purposive sampling. Partial least squares structural equation modeling was used to analyze the data. The findings revealed the positive effect of attitudes towards green hotels and green practices on guest satisfaction. The findings confirmed a positive correlation between guest satisfaction and willingness to pay a premium price for green hotels. This study also confirms the moderating effect of green experiential loyalty. Moreover, it recognizes gender, age, and income as partial moderating factors. These findings offer valuable insights into green hotel consumption research and assist practitioners in enhancing guest willingness to pay premiums and fostering sustainable industry development. The active implementation of strategies to boost guest satisfaction and willingness to pay premiums can further environmental conservation and support zero-carbon goals in the hospitality sector.

Feb 15, 2024 | nature.com | Qing Yang |Abdullah Al Mamun |Mohammad Masukujjaman |Mohammad Enamul Hoque |Jingzu Gao |Marvello Yang

This study examined the factors influencing customers’ consumption intentions and willingness to pay a premium price for 3D-printed food by combining personal innovativeness, perceived compatibility, perceived product value, desire to eat, and willingness to pay a premium price for 3D-printed food into a conceptual framework. Applying the extended theory of planned behavior (TPB) framework with personal innovativeness, perceived compatibility, and perceived product value, this study obtained data from 1540 respondents using an online cross-sectional questionnaire and utilized partial least squares structural equation modeling to verify the study hypotheses. The findings revealed that personal inventiveness, attitude, perceived compatibility, subjective norms, perceived product value, and perceived behavioral control exert a significant influence on the intention and willingness to pay a premium price for 3D-printed food. The result also showed that perceived behavior and intention significantly affect willingness to pay a premium price for 3D-printed food. Furthermore, the outcome confirmed that, with the exception of the link between perceived product value, subjective norms, and willingness to pay a premium price for 3D-printed food, intention serves as a significant mediator in the relationship between factors and willingness to pay a premium price for 3D-printed food. This research contributes to the theoretical understanding of the factors that influence consumers’ intention to consume and willingness to pay a premium for 3D-printed food, providing new insights from new variables and broadening the scope of the TPB’s original model in the perspective of new food settings and Asian nations. These findings imply that 3D-printed food sellers in the Asian market need to pay more attention to the factors that stimulate customers’ intentions, which, in turn, affect consumers’ views of perceived product value and improve their readiness to pay a premium price for 3D-printed food.