How Psychological and Contextual Factors Influence Green Hotel Stay? An Empirical Evidence from Young Indians

Objective: Recent reports on green hotel market highlight that the acceptance rate of is rising. Therefore, current study aims at investigating influence psychological (perceived consumer effectiveness — PCE) and contextual factors (environmental knowledge EK, environmental consciousness EC, willingness to pay more WtP) stay (GHS). studies suggested PCE, EK WtP have a positive significant behaviour. Methodology: The data was collected from 238 respondents through MTurk. proposed model statistically tested using CB-SEM Process Macro. found WtP, be positively significantly influencing GHS. Findings: key findings demonstrate: I. Consumers in emerging nations are also for hotels; II. Results moderation analysis reveal EC has moderating effect all three associations, such as high level increases predictive power EK; III. Among all, appeared major predictor GHS indicating among consumers hospitality marketers can utilize this opportunity increase Originality: novelty investigate role relationship with WtP. Six hypotheses were formulated.