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Application of the extended VBN theory to understand consumers’ decisions about green hotels

Institution:	1. Department of Human and Consumer Sciences, Ohio University, 79 South Court Street, Athens, OH 45701, United States;2. Department of Hospitality and Dietetics, Kansas State University, Justin Hall 148C, Manhattan, KS 66506, United States;3. Department of Human Sciences, The Ohio State University, 1787 Neil Avenue, Columbus, OH 43210, United States;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;2. Division of Tourism, Dongseo University, 47 Jurye-ro, Sasang-gu, Busan 617-716, Republic of Korea;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Republic of Korea;2. Department of International Tourism, College of Business Administration, Dong-A University, Bumin-dong 2-ga, Seo-gu, Busan 602-760, Republic of Korea;1. University of Cagliari, Department of Education, Psychology, Philosophy, Italy;2. Sapienza University of Rome, Department of Psychology of Developmental and Socialization Processes, Italy;3. University of Cagliari, Department of Social Sciences and Institutions, Italy;4. CIRPA, Centro Interuniversitario di Ricerca in Psicologia Ambientale, Interuniversity Research Center in Environmental Psychology, Italy;1. Human Dimensions of Natural Resources Laboratory, Department of Recreation, Park, & Tourism Sciences, Texas A&M University, USA;2. Department of Recreation, Sport, and Tourism, College of Applied Health Sciences, University of Illinois at Urbana-Champaign, USA;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 Psychology, Norwegian University of Science and Technology, 7491 Trondheim, Norway;2. NTNU Social Research Studio Apertura, 7491 Trondheim, Norway;3. Department of Geography, Norwegian University of Science and Technology, 7491 Trondheim, Norway

Abstract:	An increasing number of hotels are altering their operations proactively to include more environmentally friendly practices. Despite the greater interest in consumers’ green behaviors, the theoretical application of the value-belief-norm (VBN) theory has been used only rarely to investigate consumers’ intentions to visit a green hotel. The purpose of this study was to expand existing knowledge of hotel consumers’ green behaviors by developing and testing an extended VBN theory used in the hospitality literature. More specifically, this study incorporated subjective norms and green trust into the original VBN model as a theoretical framework to understand comprehensively consumers’ decision-making processes with respect to their intentions to visit a green hotel. A web-based survey was used to collect data from a convenience sample of faculty members working at an institution of higher education in the Midwestern United States who have been lodging consumers. Structural equation modeling was applied to test the hypotheses. The results showed that all but subjective norms were successful in explaining consumers’ decision-making processes regarding their intentions to visit a green hotel. The results can assist hotel managers in the adoption and implementation of hotel operations based on the needs of environmentally conscious consumers.

Keywords:	Green consumers VBN theory Subjective norm Green trust Consumers’ decision making Lodging industry
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