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Extending the theory of planned behavior to understand consumers’ intentions to visit green hotels in the Chinese context

Jing Wang (School of Management, University of Science and Technology of China, Hefei, China)
Shanyong Wang (School of Management, University of Science and Technology of China, Hefei, China)
Yu Wang (School of Management, University of Science and Technology of China, Hefei, China)
Jun Li (School of Management, University of Science and Technology of China, Hefei, China)
Dingtao Zhao (School of Management, University of Science and Technology of China, Hefei, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 14 August 2018

Issue publication date: 16 October 2018

2277

Abstract

Purpose

This paper aims to explore the intention of consumers to visit green hotels in China through the theory of planned behavior (TPB) extended by adding perceived consumer effectiveness and environmental concern.

Design/methodology/approach

The TPB model is used as the basic theoretical framework but is extended by adding two critical variables. Data is collected from 324 respondents by using a self-administered questionnaire survey and analyzed with the assistance of structural equation modeling.

Findings

The empirical results show that perceived consumer effectiveness and environmental concern have positive effects on the attitude and the intention of consumers to visit green hotels, and that perceived consumer effectiveness has the largest effect. However, in China, the impact of environmental concern on the intention of consumers to visit green hotels is relatively limited, and the subjective norm has a strong effect. In addition, this research verifies the usefulness of the extended TPB model in understanding the intention of consumers in green hotels industry in China. This is evidenced by a comparison of the initial TPB model with the extended TPB model where the explanatory power has improved from 65 to 68 per cent.

Originality/value

This research contributes to TPB theory by addressing certain gaps in the literature regarding the intention of consumers to visit green hotels in China. Furthermore, considering the limitations of the TPB model, two pro-social variables, namely, perceived consumer effectiveness and environmental concern, are incorporated into the TPB model to better understand the intention of consumers to visit green hotels. Also, this research addresses the gap that studies on the role of perceived consumer effectiveness are limited in the tourism and hospitality management literature. The results indicate that perceived consumer effectiveness has the largest influence on the intention of consumers to visit green hotels.

Keywords

Citation

Wang, J., Wang, S., Wang, Y., Li, J. and Zhao, D. (2018), "Extending the theory of planned behavior to understand consumers’ intentions to visit green hotels in the Chinese context", International Journal of Contemporary Hospitality Management, Vol. 30 No. 8, pp. 2810-2825. https://doi.org/10.1108/IJCHM-04-2017-0223

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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