Will young people visit green hotels? A new lens of integrating theory of planned behaviour and theory of moral disengagement

Young people possess greater knowledge and exhibit greater environmental consciousness regarding green consumption; they have the power to shape green consumption patterns in the future. However, previous studies have frequently neglected to investigate why young people hesitate to stay at green hotels. This study, drawing on the integration of the theory of planned behaviour and the theory of moral disengagement, collected a total of 291 survey responses among youths in China. The data analysis by using PLS-SEM revealed that subjective norm positively influenced personal norm and perceived behavioural control. Moral disengagement, exhibited in seven dimensions, failed to influence personal norm and attitude, but it showed a negative and significant impact on green hotel visit intention directly. This study contributes to the green hotel literature and knowledge of moral disengagement in tourism and hospitality. Green hotel practitioners are suggested to develop effective sustainable marketing strategies by targeting morally engaged young consumers.