The hospitality industry faces growing pressure to embrace sustainability, with green hotels playing a pivotal role in eco-conscious tourism. While international research has examined the drivers of sustainable consumer behavior, evidence from Greece remains limited. This thesis investigates the factors shaping Greek consumers’ intentions and behaviors toward green hotels by integrating the Value–Attitude–Behavior (VAB) model with the Theory of Planned Behavior (TPB). A survey of 1,640 respondents measured biospheric values, ecological concern, attitudes, green trust, subjective norms, perceived behavioral control, and perceptions of hotel availability. Data were analyzed using SPSS through reliability tests, correlations, and regression models. Results show that biospheric values foster ecological concern, which strengthens positive attitudes toward green hotels. Attitude was the strongest predictor of purchase intention, followed by subjective norms and perceived behavioral control. Green trust significantly enhanced both attitudes and intentions. Purchase intention translated into actual behavior, confirming the model’s validity in Greece, though hotel unavailability did not moderate outcomes. Exploratory analysis indicated that general environmental attitudes slightly outweighed context-specific ones. This study highlights the central role of values, trust, and attitudes in sustainable hospitality. Findings provide theoretical insights and practical guidance for advancing green marketing and tourism in Greece.
Αγγελική Χ. Κιούση (Wed,) studied this question.