Investigating Turkish Green Hotel Customer’s Decision-Making Mechanism: Re-testing The Extended Model of The Theory of Planned Behavior

Over the last decade, many studies have started to focus on understanding customer’s green purchase intentions or revisit intentions since the increasing importance of environmental issues in the hotel industry. The main aim of the study is to suggest and test the intention-loyalty chain (ILC) which suggests that a hospitality organization's green sustainability may be enhanced by connecting re-visit intention willingness to pay more, green customer satisfaction, and loyalty. In other words, the research model was formed to suggest and test (revisit) intention loyalty decision making model based on an extended TPB theory. Data were collected by face-to-face survey technique, and 400 usable questionnaires were held from the customers in Izmir City, Turkey. In the findings, four of five constructs in the antecedents of intentions, except perceived control, were found as significant, and all three consequences of revisit intentions were found as significant. The results of the study supported the usage of the extended theory of planned behavior in the context of green hotels. Theoretical contributions and discussions were explained lastly. Keywords: environmentally friendly activities, loyalty, overall image, satisfaction, revisit intention, willingness to pay more.