Green hotels visit intention among young adults: integrating the familiarity, novelty, trust, perceived risk, and theory of planned behaviour

Abstract Previous hospitality research typically focuses on consumers’ positive attitudes and intentions toward addressing an existing research gap in the literature on consumer attitude and behaviour in green hotel marketing. Those studies have frequently neglected to investigate the effects of negative attitudes and perspectives. This study aims to explore the relationships between seven indicators of perceived risk, familiarity, novelty, trust, attitude, subjective norm, perceived behavioural control, and intention to visit green hotels. A total of 606 questionnaires were collected and analysed using structural equation modelling. Results showed that perceived risk negatively influences trust, subjective norm, and perceived behavioural control. Familiarity positively influences perceived risk but negatively influences attitude. Novelty negatively influences perceived risk and attitude, while trust positively influences attitude and intention. Subjective norm positively influences attitude, perceived behavioural control, and intention, and attitude influences intention. This study provides an alternative negative factor perspective on green hotel visitation using a theoretically driven approach.