Abstract
To investigate the green hotel’s visitors’ decision-making process, this study provides a fresh insight into existing knowledge related to Pakistani consumer’s beliefs regarding green practices, attitude toward green behavior, overall image, and behavioral intentions. Using Structural Equaltion Modelling (SEM) on a sample size of 372 Pakistani Lodging consumers, a test model confirmed that attitudes towards green behaviour have a positive influence on the overall image of green hotel, intention to visit green hotels, and willingness to pay more for green hotels. Moreover, environmental and luxury beliefs have a positive influence on attitudes and intentions about visiting green hotels, and willingness to pay more for green hotels. Furthermore, attitude towards green behaviour and overall image of green hotels have mediating roles exist in that test model, which is a unique contribution to the knowledge body. These outcomes are expected to help Pakistani marketers and managers, especially green management practitioners, to recognize more subjective initiatives for entering international and local segments.
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