An Investigation of Customer Psychological Perceptions of Green Consciousness in a Green Hotel Context: Applying a Extended Theory of Planned Behavior

We investigated the relationship between green consciousness and green behavior, and the relationship between psychological state, attitude, and behavior of green hotel customers by applying variables suitable for an expanded theory of planned behavior. The purpose of the study was to predict green behavior based on the theory of planned behavior. Together with preceding research including the correlation between customers’ image perception of green corporate social responsibility (CSR), green psychological benefit, and green consciousness, we added willingness to sacrifice for the environment to define the relationship with green consciousness and green behavior. A survey was conducted with 410 customers of green hotels in Seoul, Korea more than twice over a period of over 6~12 months. Vague and insincere answers were removed. SPSS 18.0 and Amos 20.0 were used to conduct factor and SEM data analysis. Our theory was verified and adopted following validation from our analysis. The results have important theoretical and practical implications for the environment by providing primary data on customers’ perceptions of eco friendliness to support the establishment of corporate management strategies. Moreover, they may encourage green hotels to participate in preventing environmental problems.