Abstract
We examined the major drivers of hotel guests' intention to engage in proenvironmental behavior during their stay, and also investigated the effect of awareness of environmental problems in the generation of this intention. Participants were 263 guests at green hotels in Vietnam, who completed a survey assessing the eco-friendly performance of a green hotel product, the guests' satisfaction with the green product experience, moral norms, awareness of environmental problems, and intention to engage in proenvironmental behavior. Our structural analysis results indicated that the eco-friendly performance of a green hotel product, satisfaction, and moral norms contributed to building guests' intention to engage in proenvironmental behavior during their stay. Satisfaction was the most influential factor in the formation of this intention. Our findings also showed that awareness of environmental problems significantly moderated the mediating role of satisfaction and moral norms in proenvironmental intention. Practical and theoretical implications are discussed.
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