Factors influencing customer intention to stay in green hotel in Malaysia

Abstract

Customer stay intention (CSI) in green hotel needs a disclosure as there has been interest sought after by customer, society and business owners. Understanding customers drive and factors influencing their choices on green hotel is a very difficult task as it deals with complex human decision. No past studies had been done to assess customer stay intention (CSI) in Green Hotels in Malaysia as this study aims to provide factual findings for decision making and policy implementation. This study investigates the relationship between subjective norm (SN), perceived behavioral control (PBC), environmental awareness (EA), and perceived moral obligation (PMO) towards customer stay intention (CSI) in green hotel. A research model was developed to analyze the influence of SN,PBC,EA, and PMO towards CSI as extended from Theory of Planned Behavior (TPB). The survey was participated by 300 respondents that gathered what influenced CSI. These findings suggested that SN, PBC, EA, and PMO have positive influence towards CSI. Research deducted as environmental awareness (EA) has the strongest relationship with the customer stay intention. (CSI) in a green hotel and followed by the perceived moral obligation (PMO), perceived behavioural control (PBC) and subjective norms (SN) chronologically.