Green consumer behaviour: A research in green hotels on relationship between consumer value, image, quality and satisfaction.

SATISFACTION The main objective of this research is to reveal the internal and external affects of the tourists staying in the green hotels and the intention of repurchasing a green hotel , the relations of these elements and the impacts on each other with a holistic model. In the study, green consumer attitudes, green hotel characteristics, perceived quality, price, social and emotional consumption values, green satisfaction, green trust and intention to buy green hotels in the future were determined as constructs and relations between them were examined by structural equation modeling. Self prepared questionnaire form was used as a measurement tool. The questionnaire consists of demographic questions and 5 Likert type scale with 37 observed items. The questionnaire was applied to the tourists staying in the hotels which are qualified to get green star certificate in the Alanya area. 415 of the distributed questionnaires were considered reliable and chi-square test, t test, confirmatory factor analysis and path analysis were performed using SPSS 20 and AMOS 24 programs. One of the most important findings of the research is to determine that the construct which has the most important contribution on the intention of staying in a green hotel in the future is the green consumption attitude. The perceived quality, social and emotional consumption values have an effect on the intention of behavior only through satisfaction. The perceived price value, on the other hand, has a statistically significant effect on behavioral intention both through satisfaction and directly. The perceived price value is lower than the other consumption values in terms of the total impact on behavior intention, but it shows the power of the construct as it is directly acting on return intention.