Consumers’ Intentions towards Green Hotels in China: An Empirical Study Based on Extended Norm Activation Model

Although the occupancy rate of green hotels is a hot topic in the sustainable tourism economy, few empirical studies have used the expanded norm activation model to explore what drives consumers’ intentions to stay at green hotels. This study took environmental concern and perceived consumer effectiveness as antecedents, and perceived price, policy, and publicity as moderator variables to broaden the norm activation mode to explore consumers’ willingness to stay at green hotels. The hypothesis was tested in a survey that comprised a sample size of 435 participants in China. The outcomes exhibited environmental concern, and perceived consumer effectiveness as having a significant positive influence on personal norm and behavioral intention. Perceived price, as the external cost, negatively moderated the relationship between personal norm and consumers’ behavioral intentions. Policy and publicity had a positive moderating impact on the link between personal norms and consumers’ behavioral intentions.