Effects of the Theory of Planned Behaviour on Green Behaviour of Hotel Customers in Thailand
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Abstract
The objective of this study explores the effects of the theory of planned behavior (TPB) on green consumer behavior. The quantitative research was carried out using questionnaires to collect data. The marketing concept was integrated with environmental conservation according to the government’s green hotel policy by focusing on the measurement of consumers’ behavior in order to evaluate their service experiences in the hotels that have adopted the green hotel policy.
The questionnaires were distributed to 618 customers of Thai chain hotels who visited the hotels in the high season or from November to December 2020. The questions about marketing behavior and environmental concepts were used to obtain green consumer behavior data. The theory of planned behavior variables, comprising green perceived behavioral control, subjective norms, green purchase attitudes, and green purchase intentions, have a statistically significant effect on green consumer behavior. The model fit index is at a good level at CMIN/DF = 2.591, p-value = 0.000,AGFI = 0.910, IFI = 0.962, GFI = 0.927, CFI = 0.962, PNFI = 0.829, PCFI = 0.848, and RMSEA =0.051. The present study provides knowledge about Thailand’s green hotel operators that have
changed the way they operate due to awareness of potential environmental impacts. The research
results showed that each hotel complies with the environmental stewardship policy with the aim
of attracting consumers.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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