Reinterpreting the theory of planned behavior and its application to green hotel consumption intention

By S. Yeh, Xinhua Guan, Tai-Ying Chiang, Juei-Ling Ho, Tzung-Cheng Huan. 2021

137 citations recorded by the source corpus.

Abstract The main aim of this paper was to understand a guest’s decision to stay at a green hotel by using the theory of planned behavior (TPB) developed by Ajzen (1991) . The population for this study was green hotel customers in Taiwan. A total of 425 usable responses were received from the willing participants around the parking area of green hotels. This study performed a PLS-SEM to examine the proposed model. The results of this study showed that social pressure has very little direct impact on behavioral intention to stay at a green hotel. The results of the estimated standardized regression coefficients and t-values indicated that perceived behavioral control has a slightly higher impact on behavioral intention than attitude. This study also verified the proposed mediating relationships between the first-order and second-order antecedents. This study provided theoretical and managerial implications for understanding respondents’ decision to stay at a green hotel.

Subfields: Management, Monitoring, Policy and Law, Marketing

View Paper: https://www.semanticscholar.org/paper/04a94fdf47e03af701ae027c50bf7e466c80a4ee