The effect of attitude toward green, subjective norms, perceived behavioral control, and perceived value on behavioral intention and willingness to pay more for Thai green hotels

Abstract

This paper aimed to examine Thai consumers’ attitude toward green hotels and the effect of these attitudes on their behavioral intention including the visiting intentions, the word of mouth intention, and the willingness to pay more. This study used the mixed methodologies; quantitative and qualitative methodologies. Target respondents were Thai customers aged 18 or over having stayed in green hotels in Thailand. A questionnaire was collected from 385 customers and interviewed from 5 germ hotel owners. The quantitative data were analyzed by using Structured Equation Model (SEM) while the data from the interview were analyzed by using Qualitative Content Analysis (QCA). The results from the questionnaire showed that green attitudes, subjective norms, and perceived value had a positive effect on behavioral intention towards green hotels. Similarly, subjective norms did have a positive effect on willingness to pay more for green hotels. However, green attitudes and perceived value did not have any significant effect on willingness to pay more for green hotels. Surprisingly, perceived behavioral control had a significantly negative effect on both behavioral intention towards green hotels and willingness to pay more for green hotels. Moreover, the results from the interview supported the quantitative findings. Although consumers were willing to stay in green hotels, environmental impact was not a major factor in their choice of hotels. Hence, they were not willing to pay more for green hotels.