Marketing for sustainability: Travellers’ intentions to stay in green hotels

The study proposes a conceptual model to investigate the relationship between values, perceived trust, voluntary reduction tourist eco-behaviours, PCE, and the intention for staying in green hotels. A survey on 266 respondents and statistical measures using SEM was used to analyse the data. The study examines whether PCE has a mediating relationship between values, eco-behaviour, trust, and intention to stay in green hotels, as well as a direct relationship. Furthermore, it also examines whether both voluntary reduction travel behaviour (which we call eco-behaviour) and perceived trust (i.e. trust) in green hotels act as mediator between values and intention to stay at green hotels. The findings are anticipated to shed some light on how Values, Eco-behaviours, PCE and Trusts are related, and together, these two objectives offer important insights for marketing practitioners.