Consumers’ green purchase intention to visit green hotels: A value-belief-norm theory perspective.

• Main Authors: Wang, Cen-Peng, Zhang, Qi, Wong, Philip Pong Weng*, Wang, Lei
• Format: Article
• Published: Frontiers Media 2023
• Subjects: G 154.9 Tourism
• Online Access: http://eprints.sunway.edu.my/2148/; https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1139116/full
• Institution: Sunway University

The theory of planned behavior (TPB) has dominated the limited number of green hotel visitation studies; however, those studies’ findings are often inconclusive or even controversial. Thus, research needs to move beyond using the TPB to measure consumers’ intention and behavior, and to experiment wi...