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Reinterpreting the theory of planned behavior and its application to green hotel consumption intention
Affiliation:1. Department of Business Administration, National Cheng Kung University, No. 1, University RD., Tainan City, 70101, Taiwan;2. Geography and Tourism School, Guangdong University of Finance and Economics, 21 Luntou Road, Haizhu District, Guangzhou, 510320, PR China;3. Department of Business Administration, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City, 40227, Taiwan;4. Department of Hotel Management, Tainan University of Technology, No. 529, Zhongzheng Rd., Yongkang District, Tainan City, 71002, Taiwan;1. Gabelli School of Business, Fordham University, 140 W. 62nd Street, New York, NY, 10023, United States;2. Koppelman School of Business, Brooklyn College of the City University of New York, 2900 Bedford Ave, Brooklyn, NY, 11210, United States;1. Department of Nutrition, Dietetics, & Hospitality Management, College of Human Sciences, Auburn University, 328C Spidle Hall, Auburn, AL 36849-5605, United States;2. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, 4450 University Drive, Room 227, Houston, TX 77204, United States;1. Department of Marketing, University of Otago, New Zealand;2. Department of Management Studies, National Institute of Technology Hamirpur, India;3. University of Puerto Rico, San Juan, PR, USA;4. IIM, Kerala & SIBM, India;5. Henley Business School, University of Reading, United Kingdom
Abstract:
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.
Keywords:theory of planned behavior  green hotel  behavioral intention  mediating
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