A Comparative Consumer Behavioural Intention Model for Green Hospitality Services – Evidences from Hotels, Restaurants & Theme Parks
(R2024-122497)

AUTHORS

Debdutta Choudhury, Woxsen University

ABSTRACT

Hospitality industry, a major arm of tourism industry, has initiated several measures for green sustainable practices. To understand consumer behaviour in this industry, a literature review was done to develop the consumer behaviour model. A modified model using certain constructs of Theory of Planned Behaviour (TPB) and Values-Beliefs-Norms (VBN) were chosen as the base theories and a covariance-based structural equation model (CB SEM) was created to test the strength of relationships across the variables. The findings indicate that consumer environmental concern do not directly lead to positive attitude towards green services until it is mediated by environmental communication. This finding will help the green hospitality services to adequately design suitable communication strategies to increase consumer awareness, positive attitudes and pro-environmental behavioural intentions.