Antecedents Of Behavioral Intention Toward Choosing Environmental Friendly Hotels : An Empirical Study In Malaysia
This study sought to develop the knowledge of the consumer behavior in the green hotel context by applying the Theory of Planned Behavior (TPB) and considering the role of collectivism and socio-demographic characteristics as the additional variables into the TPB model. The specific objectives were...
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| Format: | Thesis |
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2012
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| Summary: | This study sought to develop the knowledge of the consumer behavior in the green hotel context by applying the Theory of Planned Behavior (TPB) and considering the role of collectivism and socio-demographic characteristics as the additional variables into the TPB model. The specific objectives were to examine the influence of attitude,subjective norm,perceived behavioral control,collectivism and socio-demographic characteristics on the behavioral intention toward the choice of green hotels in order to verify which of them can predict the behavioral intention of hotel guests. |
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