Assessing behavioral intention toward green hotels during Covid-19 pandemic

The moderating role of environmental concern

Datos Bibliográficos

ID19554125
AutoresRajiv Kumar Dwivedi (0009-0000-5739-2330, Amity University), Manoj Pandey (0000-0002-1496-9846, Amity University), Anil Vashisht (0009-0002-9712-2460, Amity University), Devendra Kumar Pandey (0000-0002-1816-6215, Amity University), Dharmendra Kumar (0000-0002-6058-9350, Indian Institute of Technology Delhi, autor de correspondencia)
Año2025
Volumen11
Número3
Páginas496-512
Fecha de publicación2025-10-16
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaJournal of Tourism Futures (JOURNAL)
Identificadores de la revistaISSN: 2055-5911 • E-ISSN: 2055-592X
EditorialEmerald (PUBLISHER)
DOI10.1108/jtf-05-2021-0116
OpenAlexW4210689549
IdiomaEN
Citas recibidas7
Referencias citadas59

Purpose The study aims to investigate the consumers' behavioral intention toward green hotels. The tendency of individuals to afford green hotels is further escalating with progressing coronavirus disease-2019 (COVID-19) pandemic recurring waves. The increased worry of consumers toward health, hygiene and the climate is acquiring momentum and transforming how consumers traditionally perceive green hotels. Design/methodology/approach The study has recommended an integrated framework incorporating various research fields as attitude-behavior-context theory, theory of planned behavior (TPB) and moderating influences to study the associations among the antecedents of consumers' behavioral intention toward green hotels. The study comprised the participation of 536 respondents residing in the Delhi and National Capital Region (NCR) of India. The data analysis strategy involved the use of structural equation modeling (SEM) analysis to test the proposed research framework. Findings The results and findings of the study indicated a significant influence of fear and uncertainty of the COVID-19 pandemic and environmental concern on green trust. The results also revealed the considerable impact of green trust on willingness to pay premium, attitude and subjective norms, which significantly influenced behavioral intention. The analysis also revealed the moderating influence of environmental concern in the relationship of green trust and behavioral intention. Research limitations/implications The study has recommended significant theoretical. The theorists may use this research framework to analyze better the transforming consumer behavior trends toward green hotels in the ongoing fearful and uncertain COVID-19 pandemic scenario. Practical implications The study has recommended significant managerial implications. The industry practitioners may also utilize the framework to sustain the hotel business and bring new strategic insights into practice to combat the impact of the pandemic and simultaneously win consumers' trust in green hotels. Originality/value Although the researchers have previously emphasized consumers' intention toward green practices embraced by hotels, the impact of the COVID-19 pandemic on the green hotel industry gained noticeable attention from researchers. Furthermore, there is a scarcity of literature providing insights on the behavioral dynamism of hotel customers' trust, attitude and willingness to pay for green hotels during the repetitive waves of the COVID-19 pandemic. The study will support the existing literature gap by enlightening the associations among the various antecedents of green hotels' behavioral intention, COVID-19 and environmental concern

Business · Economics · Geography · Pandemic · Structural equation modeling · Theory of planned behavior · Worry · Consumer Behavior in Brand Consumption and Identification · Environmental Education and Sustainability · Environmental Sustainability in Business · Psychology · Social Psychology · Marketing