Beyond carbon footprints: the ‘Greta Thunberg Effect’ and tourist hotel preferences

This study investigates how tourists' Green Environmental Knowledge, Green Hotel Knowledge, and environment concern impact pro-environmental (PE) attitudes. Using mixed methods, it examines how PE attitudes influence the intention to stay at eco-friendly hotels, based on the theory of planned behavior. The study further explores the moderating role of the "Greta Effect" in connecting PE attitudes and hotel choice. This study utilizes a mixed-methods approach to enhance the comprehension of quantitative findings, on exploring the moderating impact of the "Greta Effect". The findings highlight the important role of environmental activism in inspiring action for green hotel choice.