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Extension of planned behavioral theory to consumer behaviors in green hotel

机译：将计划行为理论扩展到绿色酒店中的消费者行为

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This study aims to contribute to the development of an extended theory of planned behavior to understand the indicators of consumer behavior. A conceptual framework highlighting four study constructs (i.e., personal norms, intention towards green hotels, environmental consciousness, and green consumer behavior) was tested using 394 general Malaysian lodging consumers. The findings indicate that to devise green branding strategies for the hotels, the managers must first consider how the environmental consciousness of consumers positively affects their personal norms and behavior towards green hotels. Second, consumers' personal norms and behavioral intention towards environmentally responsible lodging positively affect their green behavior. Third, Personal norms mediates the significant positive relationship between; environmental consciousness and behavioral intention towards environmentally responsible lodging of a consumer; and environmental consciousness and green consumer behavior. Lastly, behavioral intention towards environmentally responsible lodging mediates the significant positive relationship between a consumer's personal norms and green consumer behavior.
机译：这项研究旨在促进计划行为的扩展理论的发展，以了解消费者行为的指标。使用394个马来西亚住宿的普通消费者对突出四个研究结构（即个人规范，对绿色酒店的意图，环境意识和绿色消费者行为）的概念框架进行了测试。调查结果表明，要为酒店制定绿色品牌战略，管理者必须首先考虑消费者的环境意识如何积极影响他们对绿色酒店的个人规范和行为。其次，消费者的个人规范和对环保负责的行为的行为意愿会积极影响他们的绿色行为。第三，个人规范之间的重要积极关系；消费者对环境负责的环境意识和行为意图；环保意识和绿色消费者行为。最后，对环境负责的行为的行为意图在消费者的个人规范与绿色消费者行为之间起着重要的正向关系。

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