Factors that Influence Customer Intention to Visit Green Hotel in Malaysia

The study aims to determine the factors that affect customer intention to stay at a green hotel in Malaysia. This study uses convenience sampling for a respondent who intends to stay at a green hotel in Malaysia using the Theory of Planned Behavior (TPB). This cross-sectional study examined the factors influencing 384 customers’ intention to visit green hotels. Subjective norms, attitude, perceived behavior control, and overall image towards green hotels have been examined as concerning their relationship with intention. The relationship has been analyzed using the Statistical Package for Social Science (SPSS). The questionnaire was distributed through an online platform using Google Forms and it contains several sections consisting of demographic and TPB variables. The result of the study showed that there is a positive relationship between all factors and customer intention to stay at a green hotel in Malaysia.