Title: An enquiry through the lens of extended value-belief-norm theory to predict consumers' green hotel visit intention

Authors: Vivek Kumar Verma; Bibhas Chandra; Sumit Kumar

Addresses: Department of Commerce and Management, St. Xavier's University, Kolkata, West Bengal, India ' Department of Management Studies, Indian Institute of Technology, Dhanbad, Jharkhand 826004, India; Formerly: Indian School of Mines, India ' School of Entrepreneurship and Management Studies, SRM University, AP, Amaravati, Andhra Pradesh, India

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%.

Keywords: hospitality; values; moral reflectiveness; ascribed responsibility; attitude; conscientiousness; green hotel visit intention.

DOI: 10.1504/IJMP.2023.133953

International Journal of Management Practice, 2023 Vol.16 No.6, pp.677 - 707

Received: 18 May 2021
Accepted: 13 Dec 2021
Published online: 06 Oct 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article