| As the "Green Consumption" becomes a topic on the radars of consumers and hoteliers alike, it becomes important to understand the relationship between the consumer and "Green Consumption". Building on existing literature and academic theory, this paper proposes a model of "Green Consumption" which starts with consumer demographics and ends with consumers' intention to purchase green hotel products.;By analyzing the relationships between Green Beliefs, Green Attitudes and Green Purchase Intention a significant correlation was established between all three constructs. These correlations were validated by employing a scale to measure Social Desirability Bias. The final analysis found there to be no significant correlation between Social Desirability and the other constructs.;These findings suggest that with the significant relationship between Green Beliefs, Green Attitudes and Green Purchase Intention there is much that can be done to influence a consumers' behavior toward green products. Through marketing initiatives hoteliers can reinforce Green Beliefs while touting their properties' green attributes to increase the consumer's Green Attitudes toward their property. |
