Abstract
PurposeThe study aims to investigate the consumers' behavioral intention toward green hotels. The tendency of individuals to afford green hotels is further escalating with progressing coronavirus disease-2019 (COVID-19) pandemic recurring waves. The increased worry of consumers toward health, hygiene and the climate is acquiring momentum and transforming how consumers traditionally perceive green hotels.Design/methodology/approachThe study has recommended an integrated framework incorporating various research fields as attitude-behavior-context theory, theory of planned behavior (TPB) and moderating influences to study the associations among the antecedents of consumers' behavioral intention toward green hotels. The study comprised the participation of 536 respondents residing in the Delhi and National Capital Region (NCR) of India. The data analysis strategy involved the use of structural equation modeling (SEM) analysis to test the proposed research framework.FindingsThe results and findings of the study indicated a significant influence of fear and uncertainty of the COVID-19 pandemic and environmental concern on green trust. The results also revealed the considerable impact of green trust on willingness to pay premium, attitude and subjective norms, which significantly influenced behavioral intention. The analysis also revealed the moderating influence of environmental concern in the relationship of green trust and behavioral intention.Research limitations/implicationsThe study has recommended significant theoretical. The theorists may use this research framework to analyze better the transforming consumer behavior trends toward green hotels in the ongoing fearful and uncertain COVID-19 pandemic scenario.Practical implicationsThe study has recommended significant managerial implications. The industry practitioners may also utilize the framework to sustain the hotel business and bring new strategic insights into practice to combat the impact of the pandemic and simultaneously win consumers' trust in green hotels.Originality/valueAlthough the researchers have previously emphasized consumers' intention toward green practices embraced by hotels, the impact of the COVID-19 pandemic on the green hotel industry gained noticeable attention from researchers. Furthermore, there is a scarcity of literature providing insights on the behavioral dynamism of hotel customers' trust, attitude and willingness to pay for green hotels during the repetitive waves of the COVID-19 pandemic. The study will support the existing literature gap by enlightening the associations among the various antecedents of green hotels' behavioral intention, COVID-19 and environmental concern.
Highlights
The COVID-19 pandemic has severely affected all business sectors worldwide, and the hotel sector remained among the worst affected ones
The researchers have suggested that the fear and uncertainty of COVID-19 and the environmental concern of hotel customers influences their brand trust, which, in turn, contributes significantly toward their willingness to pay premium and behavioral disposition toward green hotels (Jian et al, 2020)
The popularity of green practices adopted by the hotel industry is expanding considerably with time
Summary
The COVID-19 pandemic has severely affected all business sectors worldwide, and the hotel sector remained among the worst affected ones. A considerable volume of research indicated that the willingness to pay premium significantly influences customers’ behavioral intention concerning green hotels (Agag, 2019; Balaji et al, 2019; Yadav et al, 2019). The researchers have suggested that the fear and uncertainty of COVID-19 and the environmental concern of hotel customers influences their brand trust, which, in turn, contributes significantly toward their willingness to pay premium and behavioral disposition toward green hotels (Jian et al, 2020). An empirical study utilizing SEM analysis on 559 respondents in Taiwan revealed that the consumers’ environmental concern affects a significant impact on their subjective norms and attitude, both of which casts a significant influence on their intention to avail services of green hotels (Chen and Tung, 2014). The researchers perform data analysis using Statistical Package for the Social Sciences (SPSS) 25.0 and Analysis of Moment Structures (AMOS) 25.0 software in this study
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