77. Determinants of consumers intention to visit green hotels Combining psychological and contextual factors

Ferreira, S., Pereira, O., & Simões, C. (2025). Determinants of consumers’ intention to visit green hotels: Combining psychological and contextual factors. Journal of Vacation Marketing, 31(3), 535–548. https://doi.org/10.1177/13567667231217755This article investigates consumers’ intention to visit green hotels by integrating psychological and contextual factors within an extended Theory of Planned Behavior (TPB) model that includes biospheric value and green trust. Based on a quantitative survey of Portuguese consumers, the study finds high intentions to visit green hotels. The results show that attitude, subjective norms, and perceived behavioral control significantly and positively affect behavioral intention, explaining 42.6% of its variance. Among these, attitude is the strongest predictor, followed by perceived control and biospheric value. While green trust does not directly influence intention, it indirectly affects it through positive impacts on the three TPB variables. Managerial implications highlight the need for hotel managers to strengthen positive attitudes via clear communication of green initiatives, enhance perceived control by reducing barriers such as cost or comfort concerns, and build credibility to avoid greenwashing, ensuring authentic and transparent sustainability efforts.