What motivates your environmentally sustainable stay? Exploration of the underlying mechanism of consumers’ intentions to use green peer-to-peer accommodations

To understand the mechanism underlying consumers' intentions for engagement in environmentally equipped peer-to-peer accommodations (green P2P accommodations), this study develops a rigorous framework incorporating three compelling theories (i.e. goal framing theory, theory of reasoned action, and focus theory of normative conduct). The results demonstrate how green consumption motives, social descriptive and injunctive norms, attitude toward green traveling, and behavioral intentions toward green P2P accommodations are significantly related. Moreover, the results reveal the generation differences in attitude formation toward green traveling. This study offers practical insights for the P2P accommodations that attempt to sustainably operate their businesses.