Green Hotel Consumption Intention of College Students based on the Theory of Planned Behavior

EasyChair Preprint 4172

Abstract

The present study sought to adjust the traditional theory of planned behavior (TPB) to explain college student's intention of green hotel consumption. The findings showed that student's attitude, subjective norm and perceived behavior control positively and significantly influenced the intention of green hotel consumption, and the attitude played the greatest role. Moreover, the moderated-mediation model showed that student's green attitude mediated the relationship between subjective norm and intention, and student's perceived behavior control moderated the effect of attitude on intention. This study provided new insights of green hotel consumption intention in the context of college students, and highlighted the important and new roles of attitude and perceived control behavior in the formation of intention.

Keyphrases: Green hotel, TPB, college students, intention

@booklet{EasyChair:4172,
  author    = {Yiwei Zhang and Lin Gu and Aiping Xu},
  title     = {Green Hotel Consumption Intention of College Students based on the Theory of Planned Behavior},
  howpublished = {EasyChair Preprint 4172},
  year      = {EasyChair, 2020}}