Hotel Guests\u27 Intentions to Choose Green Hotels

As consumers are becoming increasingly interested in green products and services, many hotels are going green or are considering becoming green. The current study used a model adapted from the Theory of Planned Behavior in order to determine the relationships between environmental concern, rewards, attitude, social norms, and perceived behavioral control with hotel guests\u27 intentions to engage in green behavior, such as choosing a green hotel or participating in green programs while staying at a hotel. The study surveyed 1100 guests of a historic, full-service hotel on the University of Arkansas campus in order to determine their intentions to engage in green behaviors. There were 221 respondents that completed the survey for a 20.09% response rate. The current study found that communication about the company\u27s environmental practices, hotel guests\u27 environmental consciousness, and internal rewards associated with green behavior are positively related to guests\u27 intentions to engage in green activities. On the other hand, over-communication about green practices and social pressure is negatively related to their intentions to engage in green activities. Demographic information was not found to significantly influence hotel guests\u27 intentions to engage in green behavior. The study looks at the managerial implications for the lodging industry and makes suggestions for future research