Green Hotel Selection of Chinese Consumers: A Planned Behavior Perspective

ABSTRACT Most previous studies of the green purchase attitude–behavior gap of consumers have been rooted in either the theory of reasoned action (TRA) or the theory of planned behavior (TPB), giving often inconclusive or even controversial outcomes. It is, in fact, generally rare that researchers have focused on consumers’ green purchase behavior towards the green hotel industry. The purpose of this study is to re-examine the relationship between consumers’ green purchase attitudes, the subjective norm, perceived behavioral controls, and green purchase behavioral intention regarding the green hotel industry. This paper proposes a theoretical research model based on the TRA and the TPB. Two hundred and sixty-one valid questionnaires were collected to empirically test the hypotheses using the SPSS software package and Structural Equation Modeling. The results suggested that green purchase attitude and perceived behavioral control positively and significantly influence green purchase intention. The subjective norm was shown to influence green purchase intention negatively and significantly. Green purchase attitude was shown to partially mediate the relationship between subjective norms and green purchase intention. The practical and the theoretical implications of these results are discussed before an outline of the limitations of this study.