Investigation of Chinese Gen Y’s Environmental Behavior to Visit Green Hotel

Environmental concern is growing in recent decade. Green hotel is an environmental preservation concept. Staying in green hotel is a socially responsible practice and tries to protect the global environment. Previous research on green hotel is limited and the green practice of different age group is different. This study applied the theory of planned behavior (TPB) as critical framework to examine the environmental behavior and the Gen Ys‟ intention to visit green hotel. In addition, the environmental behavior of Chinese Gen Ys may not be the same as the Gen Ys in other cities or countries. A quantitative research was conducted in Hong Kong, in total of 389 respondents was interviewed and investigated their intention to visit green hotels. The results suggested that green knowledge negatively moderated the relationship between „subject norm‟ and „Gen Ys‟ intention to stay in green hotel‟ as well as the relationships between „perceived behavioral control‟ and „Gen Ys‟ intention to stay in green hotel‟.

Keywords: Green hotel, environmental behavior, attitude, perceived behavioral control, subjective norm, culture.