Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities

Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of... The present study proposed and tested Ajzen's Theory of Planned Behavior (TPB) model to explain the formation of hotel customers' intentions to visit a green hotel. The findings showed the TPB model has a good fit to the data and better predictive power for intention than the Theory of a Reasoned Action model. Based on theoretical support and suggested modification indices, a refined TPB model was developed. Consistent with the theory, the results of a structural equation analysis revealed that attitude, subjective norm, and perceived behavioral control positively affected intention to stay at a green hotel. Further investigation indicated the paths between these predictors and intention did not statistically differ between customers who actively practice ecofriendly activities and those who are not often engaged in environmentally conscious behaviors in their everyday lives. Implications and suggestions for future research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Management Elsevier

Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities

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Publisher
Elsevier
Copyright
Copyright © 2009 Elsevier Ltd
ISSN
0261-5177
D.O.I.
10.1016/j.tourman.2009.03.013
Publisher site
See Article on Publisher Site

Abstract

The present study proposed and tested Ajzen's Theory of Planned Behavior (TPB) model to explain the formation of hotel customers' intentions to visit a green hotel. The findings showed the TPB model has a good fit to the data and better predictive power for intention than the Theory of a Reasoned Action model. Based on theoretical support and suggested modification indices, a refined TPB model was developed. Consistent with the theory, the results of a structural equation analysis revealed that attitude, subjective norm, and perceived behavioral control positively affected intention to stay at a green hotel. Further investigation indicated the paths between these predictors and intention did not statistically differ between customers who actively practice ecofriendly activities and those who are not often engaged in environmentally conscious behaviors in their everyday lives. Implications and suggestions for future research are discussed.

Journal

Tourism ManagementElsevier

Published: Jun 1, 2010

References

  • The effects of gender and age on new technology implementation in a developing country: testing the theory of planned behavior (TPB)
    Baker, E.W.; Al-Gahtani, S.S.; Hubona, G.S.
  • Predicting unethical behavior: a comparison of the theory of reasoned action and theory of planned behavior
    Chang, M.K.
  • Testing the sufficiency of the theory of planned behavior: a case of customer dissatisfaction responses in restaurants
    Cheng, S.; Lam, T.; Hsu, C.H.C.
  • Complaining as planned behavior
    East, R.
  • The impact of customer contact on environmental initiatives for service firms
    Foster, S.T.; Sampson, S.E.; Dunn, S.C.
  • Targeting consumers who are willing to pay more for environmentally friendly products
    Laroche, M.; Bergeron, J.; Barbaro-Forleo, G.
  • The use of environmental management as a facilities management tool in the Macao hotel sector
    Penny, W.Y.K.
  • Green consumers in the 1990s: profile and implications for advertising
    Roberts, J.A.
  • Cross-group comparisons: a cautionary note
    Yoo, B.

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