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- W4285248891 abstract "Due to the COVID-19 pandemic, to promote the green consumption has become one of the important marketing strategies for tourism and hotel industry. It is crucial for green hotels to predict customers’ visit intention. The present study tries to identify the factors that affect the college students’ green hotel visit intention using the theory of planned behavior (TPB). An online survey is employed to gather data from 260 college students. A subsequent analysis is then applied to the data using a moderated-mediation model. The findings show that a student’s attitude, subjective norm, and perceived behavior control can positively and significantly influence the intention for a student’s green hotel visit. Particularly, the attitude plays the greatest role. Moreover, our moderated-mediation model analysis shows that a student’s attitude towards green hotels mediates the relationship between subjective norm and the visit intention. A student’s perceived behavior control moderates the attitude on the intention. We believe that our study provides some new insights for the customers’ visit intention towards green hotels. We highlight the important and new roles of attitude and perceived control behavior in the formation of intention." @default.
- W4285248891 created "2022-07-14" @default.
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- W4285248891 date "2022-01-01" @default.
- W4285248891 modified "2023-09-23" @default.
- W4285248891 title "Predicting Green Hotel Visit Intention of College Students Using the Adjusted Theory of Planned Behavior" @default.
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- W4285248891 doi "https://doi.org/10.1007/978-981-19-1661-8_13" @default.
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