Application of theory of planned behavior to anticipate Pakistani consumers’ intention to visit green hotels.

Rabbia Khan, Shahid Bashir

Abstract


The study aims to investigate the intention of the consumer to visit green hotels through the application of the theory of planned behavior. The intention of the consumer has been investigated through the mediating effect of attitude, subjective norm, perceived behavioral control, perceived moral obligation and perceived green cost. However, their antecedent is an environmental concern. These constructs were tested through SEM analysis using a 293 sample size. The target population was the respondents of lodging customers of green hotels from all over Pakistan. Non-probability convenience sampling technique has been deployed in this study. The results indicate that perceived green cost has a negative and inconsistent relationship between environmental concern and intention to visit the green hotel. However, the remaining mediators significantly mediate between environmental concern and intention to visit a green hotel. This study has several practical consequences for the green hotel sector. Finally, it is hoped that the study's recommendations will be extremely valuable in both academia and practice.


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DOI: http://dx.doi.org/10.21015/vtess.v10i1.881

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