Predicting customer`s intention to participate in eco-friendly program in a hotel room: Applying an extended theory of planned behavior (TPB) and the moderating role of message reception

The purposes of this study were to: (1) examine the utility of an extended Theory of Planned Behavior(TPB) including moral norm, in predicting intention to participate in eco-friendly program in a hotel room context, and (2) investigate a moderating role of message reception in an intention formation process. The proposed conceptual model was experimentally tested via structural equation modeling using data collected from 329 undergraduate students at the university in Seoul, Korea. The result showed that participation intention was predicted reasonably well by the four constructs (attitude, subject norm, perceived behavioral control, and moral norm) of the extended TPB. Furthermore, during the intention development process, message reception played a moderating function partially. Specifically, message reception was found to act as a moderator variable on the relationship between attitude and participation intention only. The theoretical and managerial implications were discussed