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.
Journal of Hospitality & Tourism Research 39(3), pp.299-315