An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior

The current study sought to extend the theory of planned behavior (TPB), which is rooted in the theory of reasoned action (TRA), to more comprehensively explain the formation of customers’ intention to revisit a green hotel. In particular, the extended TPB incorporates the critical constructs in the consumer behavior and marketing literature (i.e., service quality, customer satisfaction, overall image, and frequency of past behavior) into the original TPB model. Results of a structural analysis revealed that the new model provides a better fit with the data, and explains significantly greater amounts of variance in revisit intention in comparison to the TRA and TPB. Added constructs in the new model considerably contribute to improve our understanding of the complicated process of green hotel customers’ decision-making. In this study, all relationships appeared to be significant as conceptualized according to the theory. In addition, a mediating effect of satisfaction and attitude was found. The article includes discussions on theoretical and managerial implications.