The extended theory of planned behavior in Turkish customers' intentions to visit green hotels

Abstract

Over the last decade, many studies have started to focus on understanding customers' green purchase intentions since the increasing importance of environmental issues in the hotel industry. This study examined customers' intentions to visit green hotels by using the theory of planned behavior. Two constructs, environmentally friendly activities and overall image, were incorporated into the theory, and the extended theory of planned behavior model was tested. The aim of this study was to analyze the effects of the extended theory of planned behavior constructs (attitudes towards green hotels, subjective norms, perceived control, environmentally friendly activities, and overall image) on visit intentions and also to predict the effects of visit intentions on willingness to pay, satisfaction, and loyalty. Within this aim, the research model was formed to show the antecedents and consequences of intentions to visit green hotels. Data were collected by face‐to‐face survey technique, and 400 usable questionnaires were held from the customers in Izmir City, Turkey. In the findings, four of five constructs in the antecedents of intentions, except perceived control, were found as significant, and all three consequences of intentions were found as significant. The results of the study supported the usage of the extended theory of planned behavior in the context of green hotels. Theoretical contributions and discussions were explained lastly.

Social media usage and individuals' intentions toward adopting Bitcoin: The role of the theory of planned behavior and perceived risk

“…The TPB is massively applied to forecast the behaviors of individuals in social sciences. [38][39][40][41][42] The three important elements of the TPB, namely, attitude, subjective norm, and PBC, are the key aspects of the behavioral intentions of individuals to establish confirmed responses. 43 Attitude is referred to as "the degree to which a person has a favorable or unfavorable evaluation or appraisal of the behavior in question" (Ajzen, 10 p. 188).…”

“…The TPB is massively applied to forecast the behaviors of individuals in social sciences 38–42 . The three important elements of the TPB, namely, attitude, subjective norm, and PBC, are the key aspects of the behavioral intentions of individuals to establish confirmed responses 43 .…”

Perceived behavioral control as a mediator of hotels' green training, environmental commitment, and organizational citizenship behavior: A sustainable environmental practice

“…Several studies including Han (2015) and Hsu and Huang (2012) have applied the conceptual model and found a supporting argument for the model. Also, Yarimoglu and Gunay (2020) applied the TPB on customers intention to visit green hotels in Izmir and found a positive correction between attitude and intention to visit. By applying the TPB in a diverse field, Hsu and Huang (2012) linked the theory to the motivation of tourists to visit tourist destinations.…”

Towards an integrated model for the transference of environmental responsibility

“…Literature suggests that emotions and beliefs can be transferred from one individual to another (Cardon, 2008; Gilal, Zhang, Gilal, & Gilal, 2018a; Li, Zhang, & Yang, 2017). Research has also noted that attitudes, knowledge, practices, and values of people determine the quality of environment (Gilal, Zhang, Gilal, & Gilal, 2019; Tsai, Huang, & Chen, 2020; Yarimoglu & Gunay, 2020) and we believe that students learn these attitudes, knowledge, practices, and values from their environmentally responsible teachers, thus making them environmentally responsible individuals.…”

“…Environmentally responsible teachers integrate their perspectives regarding the environment into their teaching (Moroye, 2009) and thus may provoke a sense of environmental responsibility among their students. Academic research indicates that attitudes, knowledge, practices, and values of people determine the quality of environment (Tsai, Huang, & Chen, 2020; Yarimoglu & Gunay, 2020) and we believe that students learn these attitudes, knowledge, practices, and values from their environmentally responsible teachers, thus making them environmentally responsible individuals. Similarly, the literature suggests that teachers play a critical role in educating students about the environment.…”