Drivers of Consumers’ Intentions to Choose Green Hotels in Malaysia

Abstract

Malaysia has long been regarded as a leading destination for international tourists, with visitor arrivals increasing steadily over the years. Concurrently, global concern for environmental sustainability has grown, prompting travellers to become more conscious of eco-friendly practices. In response, the hospitality industry has seen the rise of “green hotels”, establishments that implement sustainable initiatives to minimise environmental impact and cater to environmentally aware guests. This study investigates how the key constructs of the Theory of Planned Behaviour (TPB) attitude, subjective norms, and perceived behavioural control, influence tourists’ intentions to choose eco-friendly hotels in Malaysia. Data were collected through a survey of 329 domestic and international travellers staying at certified green hotels nationwide. The data were then analysed using SPSS 21 and AMOS 21. Results from the structural equation modelling indicate that all TPB dimensions exert significant effects on tourists’ behavioural intentions, thereby supporting the proposed conceptual framework. These findings offer important implications for hotel marketers and managers of green hotels by demonstrating how tourists’ environmental concerns shape their decision-making. The insights can assist practitioners in developing more effective marketing strategies, enhancing service quality, and fostering repeat visitation as well as positive word-of-mouth.