Determinants of Consumers Purchase Attitude and Intention Toward Green Hotel Selection

ABSTRACT Prior studies have mostly investigated the relationships of the impact of consumers’ attitudinal characteristics on their green purchase attitude (GPA) and green purchase intention (GPI). The findings revealed that despite the positive attitudes in making green hotel selection, green purchasing behavior was not exhibited. This subsequently failed to satisfy consumers green satisfaction and businesses’ expectations. As such, this study analyzed the structural relationships of consumers’ attitudinal characteristics with GPA and GPI. An integrated theoretical research model has been proposed based on theory of planned behavior model. Collection of 659 questionnaires was followed by subsequent empirical testing of the postulated hypotheses, which has been performed using SPSS and Structural Equation Modeling. The resulting outcomes indicate a significant positive correlation between GPA and GPI, while perceived consumer effectiveness, environmental concern, altruism, and environmental knowledge displayed significantly positive influence upon GPA, and environmental concern exerted significantly positive impact upon GPI. Additional practical and academic implications, as well as limitations, are presented accordingly.