No abstract

Despite multiple calls to protect the environment, adopting environmentally friendly behaviors is still considered to be one of the most persistent challenges in behavior transformation agendas. This study sought to expand existing knowledge of hotel consumers’ green behaviors by developing and testing an extended model of the theory of planned behavior. More specifically, this study incorporated past experience into the theory of planned behavior model to understand comprehensively consumers’ decision-making processes with respect to their intentions to stay at a green hotel. Results from the structural model from a sample of 781 Australian travelers showed that the proposed theoretical framework had a strong ability to predict intention and identified the prominent role of past experience in generating intention. The results offer further perspectives into consumers’ decision-making processes, which can assist hotel managers in the development and execution of hotel operations accounting for consumers’ environmentally friendly purchase behavior.

This study identifies beliefs and additional constructs that contribute to the formation of Australian residents' purchasing decisions of green hotel accommodation through the lens of the Theory of Planned Behavior (TPB). A qualitative approach using focus groups and open-ended questionnaires were employed to gain an in-depth understanding of the beliefs of travelers in the South East region of Queensland, Australia. The study utilizes thematic content analysis from three focus group discussions with 15 participants. Benefits, concerns, referents, facilitators and barriers were identified. Moreover, there was significant unprompted vagueness regarding the green hotel practices. The results provided distinctive information concerning Australian residents' beliefs about staying in green hotels. Moreover, the study revealed that the TPB needs expansion to account for the lack of knowledge about green hotel practices. The research adds to a growing body of literature on the use of theory to study consumer behavior in the green hotel sector.

No abstract

No abstract