Understanding the determinants of guests’ behaviour to use green P2P accommodation

Abstract

Purpose This study aims to develop and empirically test a comprehensive framework in which to understand the determinants of guests’ behavior to use green peer-to-peer (P2P) accommodation in the UK P2P context by emerging the theory of planed behavior, environmental commitment theory and the value-belief-norm (VBN) theory into one model. Design/methodology/approach Adopting a quantitative approach, the present study proposes an integrated model integrating theory of planed behavior, environmental commitment theory and the VBN theory and subsequently tests the model using structural equation modeling data analysis. Data collected from 721 respondents were analyzed through (AMOS) to test the proposed model. Findings The results indicate that our integrated framework demonstrates a favorable level of prediction power for guests’ behavior, which verified the superiority of the suggested framework. Furthermore, the findings verified the moderating impact of guest attributes on guests decision regarding the booking process. Practical implications This study contributes to the existing theory and practice by offering important insights about determinants of guests’ behavior to use green P2P accommodation in the UK P2P context. Originality/value This research was the first to explore the determinants of guests’ behavior to use green P2P accommodation in the UK P2P context.