Integrating Altruism and the Theory of Planned Behavior to Predict Patronage Intention of a Green Hotel

• Published in: Journal of hospitality & tourism research (Washington, D.C.) Vol. 39; no. 3; pp. 299 - 315
• Main Authors: Teng, Yi-Man, Wu, Kun-Shan, Liu, Hsiao-Hui
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01-08-2015; SAGE PUBLICATIONS, INC
• Subjects: Altruism; Consumer attitudes; Consumer behavior; Environmental management; Hospitality industry; Hotels & motels; Norms; Studies; Theory of planned behavior; Taiwan; theory of planned behavior; subjective norms; green hotels; behavioral intention; altruism; attitude
• ISSN: 1096-3480; 1557-7554
• DOI: 10.1177/1096348012471383

This study describes the use of the new model of environmental behavior, which links altruism with the theory of planned behavior (TPB), to predict the relatively difficult behavioral intention of visiting a green hotel in Taiwan. The objectives of the study are threefold. First, the authors empirically examine how individual characteristics of the TPB model affect traveler intention to visit green hotels; second, they apply a TPB model to construct an amended model that focuses on altruism, imported from psychology-based research. Third, by capturing the affective component that motivates behavioral intention, the altruism construct will help bolster the TPB model to the domain of visiting a green hotel. The findings show that attitude, subjective norms, perceived behavioral control, and altruism all positively affect customer intention to visit a green hotel. This study also derives wider implications for managers in the hospitality industry, both from a theoretical and practical viewpoint.