FACTORS INFLUENCING THE INTENTION OF THE CONSUMERS TO SELECT GREEN HOTELS IN BANGKOK'S AREAS

Abstract

The purposes of the research are as follows: (1) To study the levels of the

consumers' attitudes towards the consumer’s behaviors to select Green Hotels in Bangkok’s areas (2) To study the levels of subjective norms of the consumers towards the behaviors of the consumers to select Green Hotels in Bangkok’s Areas (3) To study the levels of effects of self-efficacy to perceived consumers' behavioral controls to select Green Hotels in Bangkok’s areas.  (4) To study factors influencing the intention of the consumers to select green hotels in bangkok's areas. This research is a Mixed Methods Research consisting of quantitative methodology and qualitative methodology,

            The results of this research are that the effect of self-efficacy to perceived behavioral control is the best factor that has the positive influence in consumers to select green hotels in Bangkok’s areas.  The minor factors are the attitude towards the consumers' behavior and the subjective norms of the consumers. These confirm the hypothesis with its statistical significance.