Purpose: Prior studies mostly investigated the relationship between the cognitive characteristics of individuals and their pro-environmentalism, addressing the need for green hotel operators to understand the different green purchase patterns of consumers. The problem is that, although consumers claim they are concerned about environmental issues, their purchasing behaviour does not translate, in practical terms, into actually booking green hotels. In other words, the connection between altruism, environmental knowledge and consumer visiting green hotel is fairly unexplored in the literature. This study aims to analyze the relationships of three types of altruism and two types of environmental knowledge with attitude and intention.Design/methodology/approach: An integrated theoretical research model was used, based on the value–belief–norm theory of environmentalism. The collection of 248 questionnaires was followed by subsequent empirical testing of the proposed hypotheses, which was performed using SPSS and AMOS.Findings: The resulting outcomes show a significant positive relationship between green purchase attitude and intention. Further, the biospheric, altruistic and collectivistic values, as well as subjective and objective knowledge were shown to positively influence attitude and intention towards green hotel selection, respectively.Research limitations/implications: Because of the chosen online sampling method, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.Originality/value: This paper fulfils an identified need to study how visiting green hotel can be influenced by different types of altruism and environmental knowledge.

While there have been many prior studies examining the impact of the demographic characteristics of consumers’ green purchase attitudes and behavioral intention, results have, by no means, been conclusive. Furthermore, little attention has been paid to the green hotel industry in such studies. The purpose of this study is, therefore, to examine the relationship between age, gender, education, income, green purchase attitudes, and green behavioral intention toward green hotel selection. This study proposes a theoretical research model based on the theory of reasoned action and theory of planned behavior model. About 659 valid questionnaires were employed to empirically test the hypotheses using SPSS. The results imply that there is a significant positive relationship between green purchase attitudes and green behavioral intention. Age and income are shown to both significantly influence green purchase attitudes, while education and income both significantly influence green behavioral intention. Notably, results show that there is also a significant difference between male and female influenced green purchase attitudes and green behavioral intention. This paper concludes with a thorough discussion of the practical and academic implications as well as limitations of these results.

The value–attitude–behavior and the theory of planned behavior (TPB) appear to provide limited explanation for consumer green purchase behavior. This study aims to examine the relationship between pro-environmental value, consumption value, and TPB toward green car purchasing intention among the young Chinese generation. A total of 541 student responses were collected, and the results showed that altruistic value positively influenced subjective norm (SN) and perceived behavioral control (PBC), but negatively influenced green purchase attitude (GPA). Biospheric value positively influenced GPA and PBC. Function value and emotional value positively influenced GPA, respectively, and emotional value fully mediated the relationship between function value and GPA. Furthermore, GPA, SN, PBC positively influenced intention toward green car purchasing behavior, respectively, and SN mediated the relationship between GPA and intention. This study shows how pro-environmental value and consumption value can influence components of TPB in green car purchase intention.

The theory of planned behaviour (TPB) and value-belief-norm (VBN) theory are recognised as powerful predictive models to explain consumers’ green purchase behaviour (GPB). The models were frequently used for predicting consumers’ green hotel visitations in previous studies. However, an unresolved research gap exists in green hotel literature concerning consumer attitude and behaviour in determining whether TPB or VBN possess inherent disadvantages in predicting GPB. The latest studies identified the goal-framing theory as an appropriate integrative framework to understand consumer GPB compared to the TPB and VBN. Nevertheless, only limited studies applied and tested the goal-framing theory in determining green hotel selection. This study revealed that the goal-framing theoretical framework has a higher predictive capacity than TPB and VBN in predicting consumer green hotel visit intention. The findings indicated a positive correlation between gain goal-frame, normative goal-frame, hedonic goal-frame, and intention. Furthermore, the results showed a positive relationship between subjective norm, attitude and personal norm. The results also demonstrated how consumers’ intentions are derived from gain goal-frame, normative goal-frame (except altruism), and hedonic goal-frame dimensions and how subjective norms influence attitude and personal norm. Lastly, the theoretical and practical implications and limitations were discussed.

Introduction: The theory of planned behavior (TPB) has dominated the limited number of green hotel visitation studies; however, those studies’ findings are often inconclusive or even controversial. Thus, research needs to move beyond using the TPB to measure consumers’ intention and behavior, and to experiment with alternative theoretical frameworks to explain behavioral change. Value-belief-norm theory of environmentalism (VBN) proposed that various facets of values can influence individuals’ beliefs, subsequently effecting their moral obligations, ultimately, their pro-environmental behaviors. Hence, this study aims to examine the relationship between value components (i.e., biospheric, altruistic, collectivistic), beliefs (i.e., explicit and implicit attitude), norms (i.e., social and personal norm), and green purchase intention to visit green hotels.Methods: An online survey of convenience sampling technique was adopted for data collection. A total of 373 valid questionnaires were subjected to descriptive analysis, and confirmatory factor analysis and structural equation modeling were performed for the testing of the hypotheses.Results: The results suggested that biospheric and collectivistic value positively influence explicit environmental attitude while altruistic value positively influences intrinsic environmental attitude, but negatively influences extrinsic environmental attitude. Social norm was shown to have a positive impact on personal norm and green purchase intention. Furthermore, implicit environmental attitude was shown to influence personal norm and intention, while personal norm positively influences green purchase intention to visit green hotels.Discussion: This study provided an alternative perspective on the selection of green hotels among consumers based on value-belief-norm theory in the tourism literature. These empirical findings would greatly benefit green hotel managers and other key stakeholders in the hospitality industry.

Prior studies have mostly focused on examining consumer’s green purchase attitude-behaviour gap by utilising the Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB) models. However, the relevant literature has revealed controversial results, further emphasising the need to integrate novel theories or theoretical perspectives in this particular research field. The scarcity of scholars who pays attention to the influence of religiosity upon consumer’s green hotel decision-making process in non-western countries, such as China, is especially evident. Therefore, this study examined the relationship between the religiosity of both intrinsic and extrinsic types, green purchase attitude (GPA), and green purchase intention (GPI) towards green hotel selection. A conceptual research model based on the TRA and TPB has been proposed. A total of 426 valid questionnaires were collected from domestic tourists that currently stay and were staying at green hotels to empirically test the generated hypotheses using SPSS and Structural Equation Modelling. The results indicated that GPA significantly and positively influenced GPI, extrinsic religiosity positively and significantly influenced GPA. Furthermore, GPA displayed full mediation effects on the relationship between extrinsic religiosity and GPI. The practical and theoretical implications were discussed accordingly, as well as the limitations associated in this work.