Antecedents of the Green Behavioral Intentions of Hotel Guests: A Developing Country Perspective

• Published in: Sustainability Vol. 13; no. 8; p. 4427
• Main Author: Saleem, Farida
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01.04.2021
• Subjects: Consumer behavior; Consumption; Customer relations; Customers; Decision making; Developing countries; Economic aspects; Emerging markets; Environmental aspects; Environmental conditions; Environmental impact; Environmental policy; Environmentalism; Green market; Hospitality; Hospitality industry; Hotels & motels; Hotels and motels; Intention; LDCs; Psychological aspects; Raw materials; Saudi Arabia; Social responsibility; Sustainability; Theory of planned behavior; Values; Willingness to pay; Saudi Arabia
• ISSN: 2071-1050; 2071-1050
• DOI: 10.3390/su13084427

The current study sought to extend the literature on antecedents of the green behavioral intentions of hotel guests in a developing country context. Building on the theory of planned behavior and moral norm-activation theory, antecedents of the green behavioral intentions of hotel guests were proposed and tested using a developing country as a field of study. Data were collected from 203 hotel guests, and the proposed model was analyzed using a structural equation modeling technique. The results showed that altruism helps in developing positive attitudes, and these attitudes have a significant influence on hotel guests’ green behavioral intentions. Similarly, cognitive aspects, including quality attributes and value for money, also play a role in developing positive intentions for willingness to pay more and revisit intentions. Inconvenience has a significant negative impact on revisit intentions, and quality attributes have a significant positive impact on willingness to pay more.