Ready to Pay More for Green Hotels? Insights from the Theory of Planned Behavior
Ready to Pay More for Green Hotels? Insights from the Theory of Planned Behavior

Author(s): Marija Vukadin, Dajana Kopuz, Anđela Bučić, Milica Solarević
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Green hotels; Willingness to pay more; Theory of Planned Behavior
Summary/Abstract: Hotels that respect green practices are becoming an emerging trend in hospitality, with increasing support from customers. The aim of the study is to determine the extent to which consumers recognize the importance of green hotels and whether behavior influences their willingness to pay more for accommodation in such establishments. Using the Theory of Planned Behavior (TPB) as a framework, the questionnaire was extended by the dimension “willingness to pay more” (WTP). An online survey was conducted, and data were collected from a total of 182 respondents. Descriptive statistical analysis was used to examine the sample profile. Spearman’s correlation coefficient was used to address the correlation between TPB dimensions, and regression analysis was used to determine the influence of behavior on WTP. Results of the research showed a strong positive correlation between TPB dimensions, while also revealing that behavior influences consumers’ willingness to pay more for green hotels.

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