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Understanding guests' behavior to visit green hotels: The role of ethical ideology and religiosity

Agag, Gomaa and Colmekcioglu, Nazan 2020. Understanding guests' behavior to visit green hotels: The role of ethical ideology and religiosity. International Journal of Hospitality Management 91 , 102679. 10.1016/j.ijhm.2020.102679

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The main aim of this study is to develop and test a model to understand guests’ behavior to visit green hotel by merging the theory of planed behavior (TPB) with theories of ethics and religiosity in a single model. Furthermore, it examines the moderating role of ethical ideology. This research utilized a quantitative method to assess the suggested conceptual framework. Data were gathered from 871 participants and analyzed through Structural Equation Modelling (SEM). According to the study results, the suggested model shows a favorable prediction level of guests’ behavior, which confirmed the superiority of the proposed model. Our study indicated that TPB and ethical theory adequately explain guests’ behavior to visit green hotel. Ethical ideology was found to be a key driver of guests’ green decision-making process. Our study makes several contributions to the practice and theory by providing useful insights on drivers of consumers’ behavior to visit green hotels in the Egyptian hospitality environment.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Elsevier
ISSN: 0278-4319
Date of Acceptance: 28 August 2020
Last Modified: 22 Feb 2023 11:45

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