Sustainable consumption behaviour among guests in luxury hotels through the lens of the extended theory of planned behaviour

Abstract

AbstractThis study aims to analyse the determinants of sustainable consumption behaviour (SCB) of guests in luxury hotels by extending the Theory of Planned Behaviour (TPB). This study adopted a quantitative cross-sectional approach to analyse the determinants of guests’ SCB. Data for the study were collected between November 2021 to January 2022 from 298 respondents using Google Forms. The result indicates that the SCB of guests at luxury hotels is predominantly influenced by the guest’s attitude towards sustainability. Other significant factors that determine the sustainable consumption behaviour of guests at luxury hotels are perceived cost, perceived benefit, and perceived behavioural control. The study also demonstrates the applicability of TPB and the need for its extension to understand individuals’ SCB from the perspective of perceived cost and benefit.