Reexamination of consumers’ willingness to stay at green hotels: rethinking the role of social identity theory, value-belief-norm theory, and theory of planned behavior

A single theory cannot adequately resolve the research gap exists in green hotel literature concerning consumer attitude and behavior in determining whether social identity theory, value-belief-norm theory or theory of planned behavior contain inherent disadvantages in predicting green hotel selection. The latest studies identified integrating theories and developing a comprehensive psychological framework for studying green purchase behavior is necessary. Nevertheless, few studies have practically employed integrated theories to investigate this phenomenon. Collection of 355 questionnaires was followed by subsequent empirical testing of the postulated hypotheses, which revealed a positive correlation between variables within value-belief-norm theory. Altruistic and collectivistic values positively influenced pro-environmental identity, subsequently, subjective norm and anthropocentric attitude. Subjective norm positively influenced personal norm and intention while personal norm positively influenced anthropocentric attitude, subsequently, intention. Furthermore, the integrated framework has a higher predictive power than any single theory toward green hotel selection. Implications for theory and practice are discussed.