Understand the Chinese Z Generation consumers' Green hotel visit intention: An Extended Theory of Planned Behavior Model.

ABSTRACT

In the context of growing environmental concerns and a shift towards sustainable tourism, understanding the behaviors of younger generations, particularly Generation Z, becomes crucial for the hotel industry. This study investigates the intentions of Chinese Generation Z consumers to visit green hotels, using an extended Theory of Planned Behavior (TPB) model incorporating multi-dimensional green perceived value. A questionnaire survey with 436 participants was conducted, and structural equation modeling was employed for data analysis. The study reveals that Functional value significantly shapes the inclination towards green hotels among Chinese Generation Z. Emotional value and Subjective norms also positively influence visit intentions, whereas social value, although not a significant driver, provides insights into the distinct nature of green consumption behaviors. This study's findings offer strategic insights for green hotel operators and policymakers to attract this demographic segment, emphasizing Chinese Generation Z consumers' unique preferences and values.