Construction of Revised TPB Model of Customer Green Be-havior: Environmental Protection Purpose and Ecological Values Perspectives

Abstract

This study constructs a comprehensive conceptual model of consumer behavioral intentions in green hotels. For the purpose of protecting the environment, based on Schwartz’s values theory, this study identifies ecological values that influence consumers’ green hotel visit intention. This study aims to develop an extended Theory of Planned Behavior (TPB) research model which includes environmental concern and perceived moral obligation to predict consumers’ intention to visit green hotels. The green hotel behavioral intentions will provide insights to better understand the green consumer and to better manage the green hotel.