Reinterpreting the theory of planned behavior and its application to green hotel consumption intention

Abstract

• BB = behavioral beliefs; CB = control beliefs; NB = normative beliefs • The BB→VI (behavioral/visit intention) impact is completely mediated by attitude. • The NB→VI impact is not mediated subjective norm. • The CB→VI impact is partially mediated by perceived behavioral control. • TPB model with mediators can better predict the green hotel consumption intention. The main aim of this paper was to understand a guest’s decision to stay at a green hotel by using the theory of planned behavior (TPB) developed by Ajzen (1991) . The population for this study was green hotel customers in Taiwan. A total of 425 usable responses were received from the willing participants around the parking area of green hotels. This study performed a PLS-SEM to examine the proposed model. The results of this study showed that social pressure has very little direct impact on behavioral intention to stay at a green hotel. The results of the estimated standardized regression coefficients and t-values indicated that perceived behavioral control has a slightly higher impact on behavioral intention than attitude. This study also verified the proposed mediating relationships between the first-order and second-order antecedents. This study provided theoretical and managerial implications for understanding respondents’ decision to stay at a green hotel.