Determining customers' perception on green hotel using attitudes toward green behaviour (ATGB) model

Abstract

This research is on a study of the influence of eco-friendly attitudes on the intention of customers from a certified green hotel. The specific dimension of attitudes toward green behavior that gives strong influence on customer's eco-friendly intention has been identified by using the attitudes toward green behavior (ATGB) model. This is a quantitative research. It adopted a case study as the research strategy. A certified green hotel that has been chosen was located in Selangor. 105 questionnaires have been distributed among the customers from this green hotel. The findings of multiple regression method indicate that the green hotel customer's eco-friendly attitudes of ATGB model are significantly associated with their expressed eco-friendly intentions to visit and pay more for a green hotel. This research is expected to raise attention on the ATGB model dimensions to be focused more rigorously by the hotel management. Consequently, customer retention strategies can be focused on.