Predictors of Consumer Purchase Intention Toward Green Hotels in China: The Moderating Role of Generation Y&Z

This study aims to explore consumer purchase intention toward green hotels in China amidst increasing environmental concerns in the hospitality sector, with a specific focus on the moderating influence of Generation Y and Generation Z. Grounded in Ajzen’s Theory of Planned Behavior, it examines how attitudes, subjective norms, perceived behavioral control, perceived value, and trust influence consumer behavior in sustainable tourism. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) on data collected from 357 respondents in Sanya City, Hainan Province, findings reveal significant impacts of attitudes, trust, and perceived value on green hotel preferences. Generation Z demonstrates stronger moderating effects compared to Generation Y. The study contributes theoretical insights into consumer behavior across generational cohorts, suggesting tailored green marketing strategies to engage diverse consumer segments effectively. Limitations include regional specificity and opportunities for future research on broader demographic influences.