How Psychological and Contextual Factors Influence Green Hotel Stay? An Empirical Evidence from Young Indians

Objective: Recent reports on green hotel market highlight that the acceptance rate of green hotel is rising. Therefore, the current study aims at investigating the influence of psychological (perceived consumer effectiveness — PCE) and contextual factors (environmental knowledge — EK, environmental consciousness — EC, and willingness to pay more — WtP) on green hotel stay (GHS). Recent studies suggested that PCE, EK and WtP have a positive and significant influence on green consumer behaviour. Methodology: The data was collected from 238 respondents through MTurk. The proposed model was statistically tested using CB-SEM and the Process Macro. The study found PCE, WtP, and EK to be positively and significantly influencing GHS. Findings: The key findings of current study demonstrate: I. Consumers in emerging nations are also WtP for green hotels; II. Results of moderation analysis reveal that EC has a positive moderating effect on all the three proposed associations, such as high level of EC increases the predictive power of PCE, WtP, and EK; and III. Among all, EK appeared as a major predictor of GHS indicating that EK among consumers is high and the hospitality marketers can utilize this opportunity to increase the GHS. Originality: The novelty of the current study is to investigate the moderating role of EC on the relationship of GHS with EK, PCE, and WtP. Six hypotheses were formulated.