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Purpose This research investigates the factors that drive affluent customers to engage in sustainable behaviours, particularly their choice to stay in green hotels. The study aims to understand how green purchase intentions (GPI) translate into green purchase behaviours (GPB), focusing on how the scarcity of green hotels may influence this relationship. Design/methodology/approach Using a quantitative research method, the study examines several key predictors – such as ecological concern, perceived behavioural control, social norms and green attitudes – and their impact on GPI and GPB. Data were gathered from 418 affluent consumers through a structured survey, capturing their views on ecological concern, perceived control, social norms, green attitudes and related purchasing intentions and behaviours. The data were then analysed using SPSS and AMOS, with additional validation through artificial neural networks (ANN). Findings The findings indicate that ecological concern, perceived behavioural control, social norms and green attitudes significantly affect GPI among affluent consumers, and there is a strong positive correlation between GPI and GPB. Additionally, the study highlights that the unavailability of green hotels weakens the intention–behaviour link. Research limitations/implications One limitation of this study is its reliance on self-reported data, which may be subject to social desirability bias and may not accurately reflect actual behaviour. Additionally, the study focuses on a specific context, green hotel purchases, which may limit the generalizability of the findings to other green consumer behaviours or industries. The cross-sectional nature of the study also prevents the establishment of causality between the constructs. Furthermore, the study may not account for other potential moderating variables, such as price sensitivity, brand loyalty or individual differences in environmental knowledge, which could also influence the relationship between green purchase intention and behaviour. Practical implications The research emphasizes the importance of perceived behavioural control and the detrimental impact of limited green hotel availability on the intention–behaviour relationship. The study provides practical insights for hotel managers, recommending clear communication strategies, deeper integration of sustainability practices and collaboration with policymakers to encourage sustainable consumer behaviours. Originality/value This study stands out by focusing on affluent consumers and their green purchasing habits, contributing valuable knowledge to the field of sustainable behaviour.
Jana et al. (Fri,) studied this question.