Impact of environmental awareness and knowledge on purchase intention of an eco-friendly hotel: mediating role of habits and attitudes

Purpose This study explored the impact of environmental awareness, knowledge, habits, attitudes, subjective norms and perceived behavioural control on purchase intention towards an eco-friendly hotel from a hotel guest perspective. The mediating role of habits and attitudes in the relationships was also examined. Design/methodology/approach Anchored on an extended theory of planned behaviour (TPB) model, the study employed a quantitative method through a self-administered questionnaire. Convenience and snowball sampling approaches were used to select 241 respondents. Structural equation modelling was adopted to examine relationships between constructs. Findings Results showed that hotel guests’ perceived environmental awareness positively influences their habits and that environmental knowledge positively affects their attitudes. Hotel guests’ habits, attitudes and perceived behavioural control also influence their purchase intention towards an eco-friendly hotel. In addition, habits and attitudes have a mediating effect on the relationship between environmental awareness and knowledge and purchase intention. Practical implications Hotel operators should implement marketing campaigns to arouse hotel guests’ eco-friendly habits and attitudes by promoting environmental awareness and knowledge such as energy saving initiatives and green activities, which can increase their purchase intention. Originality/value The findings extend the current hospitality and tourism literature advocating for the mediating role of habits and attitudes with the consequence of environmental awareness and knowledge about purchase intention. Moreover, this study increases the original TPB’s predictive power in the context of eco-friendly hotels by adding complementary constructs.