Antecedents of the Green Behavioral Intentions of Hotel Guests: A Developing Country Perspective

The current study sought to extend the literature on antecedents of green behavioral intentions hotel guests in a developing country context. Building theory planned behavior and moral norm-activation theory, were proposed tested using as field study. Data collected from 203 guests, model was analyzed structural equation modeling technique. results showed that altruism helps positive attitudes, these attitudes have significant influence guests’ intentions. Similarly, cognitive aspects, including quality attributes value for money, also play role willingness pay more revisit Inconvenience has negative impact intentions, more.