An enquiry through the lens of extended value-belief-norm theory to predict consumers' green hotel visit intention
by Vivek Kumar Verma; Bibhas Chandra; Sumit Kumar
International Journal of Management Practice (IJMP), Vol. 16, No. 6, 2023

Abstract: This study intends to extend the value-belief-norm model en route to predict the behavioural intention of green hotel consumers. The study uses a self-administered questionnaire to collect data from 541 consumers purposively chosen and analysed by using a two-step approach of covariance-based structural equation modelling (CB-SEM). Results disclose that values, attitude, moral reflectiveness, and conscientiousness were found to significantly affect green hotel visit intention. The role of attitude towards green hotels was superior to moral reflectiveness and conscientiousness in green hotel visit intention. The robustness and predictive power of the posited model have been significantly improved from 38.4% to 54.3%.

Online publication date: Fri, 06-Oct-2023

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