Spirituality, moral norms, and habit as determinants of intention to visit green hotels

Purpose This study aims to develop and test a model for predicting guests’ intention to visit green hotels by extending the theory of planned behaviour (TPB) to include spirituality, moral norms and habit. Design/methodology/approach Data were collected from green hotel patrons using in-person, paper-based surveys. The proposed model was evaluated and tested using structural equation modelling in SPSS AMOS 28. Findings The results reveal that spirituality and moral norms have a significant, positive effect on attitude. They also indicate that while spirituality has a positive effect on subjective norms, moral norms do not. The findings also reveal that the TPB variables (attitude, subjective norms and perceived behavioural control), together with habit, positively affect behavioural intentions. Practical implications The study found that adding spirituality, moral norms and habitual green behaviour to the TPB enhances the prediction of consumers’ intention to visit green hotels. The results suggest that green hotel marketing should incorporate spiritual values, social influences and habitual behaviours to effectively promote sustainability and attract environmentally conscious consumers. Originality/value This study provides novel insights into green hotel visit intention by integrating spirituality, moral norms and habit. To the best of the authors’ knowledge this is the first study from an emerging African economy to investigate these factors within this context.