Determinants of consumers’ intention to visit green hotels: Combining psychological and contextual factors

Abstract

Despite growing interest, the associations between contextual and psychological factors concerning consumers’ intentions to visit green hotels have been scarce in the literature. The main purpose of this investigation is to evaluate the intentions of consumers to visit green hotels and establish determinants of this intention. We developed and tested a research model grounded on the theory of planned behavior (TPB) and inclusion of the contextual factors, biospheric value and green trust. A quantitative study was carried out among consumers in Portugal. Findings revealed that consumers have high intentions to visit green hotels. The TPB variables (attitude, subjective norms, and perceived behavioral control) and the biospheric value positively affect behavioral intentions. Green trust has a positive influence on TPB variables. Similarly, the biospheric value impacts on attitude and subjective norms. The study withdraws implications for hotel managers to design effective marketing strategies in the context of green hotels.