Bridging the Attitude–Behavior Gap in Sustainable Tourism: An Extended TPB Model of Green Hotel Purchase Intentions

Arthur Araújo (), Isabel Andrés Marques, Lorenza López Moreno and Patricia Carrasco García
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Arthur Araújo: Intrepid Lab, Universidade Lusófona, Rua de Augusto Rosa 24, 4000-098 Porto, Portugal
Isabel Andrés Marques: Centre for Transdisciplinary Development Studies (CETRAD), Rua de Augusto Rosa 24, 4000-098 Porto, Portugal
Lorenza López Moreno: Facultad de Ciencias Económicas y Empresariales, Universidad de Granada, Campus Universitario de Cartuja, 18071 Granada, Spain
Patricia Carrasco García: Facultad de Ciencias Económicas y Empresariales, Universidad de Granada, Campus Universitario de Cartuja, 18071 Granada, Spain

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-20

Abstract: The awareness of tourism’s environmental impact has increased interest in sustainable alternatives such as green hotels, yet tourists often fail to translate pro-environmental attitudes into action, reflecting the attitude–behavior gap. This study extends the Theory of Planned Behavior (TPB) by incorporating Environmental Knowledge and Climate Change-Related Risk Perceptions (CC-RRPs) as background factors and testing their effects on Green Hotel Purchase Intentions (GHPIs) among Spanish travelers. Data from 1442 respondents were analyzed using covariance-based Structural Equation Modeling (SEM) with bootstrapped mediation testing. Results show that In-Group Norms are the strongest predictor of GHPIs, followed by Eco-Hotel Attitudes, while Perceived Behavioral Control (PBC) has a weaker but significant effect. Environmental Knowledge predicts all three mediators, and CC-RRPs predict Attitudes and Norms but not PBC. Crucially, both antecedents affect GHPIs only indirectly, supporting a mediation-based framework. These findings clarify the distinct roles of Environmental Knowledge as a cognitive antecedent and CC-RRPs as cognitive–affective evaluations that motivate attitudes and norms, while also highlighting the centrality of social influence in a Southern European context. Beyond theoretical contributions, the results underscore the importance of trust and authenticity: addressing greenwashing through transparent communication and credible certification frameworks is essential to ensure sustainable hospitality choices.

Keywords: green hotel; sustainability; theory of planned behavior; environmental knowledge; climate change; risk perception (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jtourh:v:6:y:2025:i:4:p:215-:d:1772048

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