Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels

This study aims to develop an extended Theory of Planned Behavior (TPB) research model which includes environmental concern and perceived moral obligation to predict consumers’ intention to visit green hotels. A total of 559 respondents collected in Taiwan as data input. The empirical results of structural equation modeling (SEM) indicate that consumers’ environmental concern indeed exert a positive influence on their attitude toward green...