Duy Quang Phan

Extensive research in the hospitality sector has investigated the numerous factors influencing consumers’ green consumption behavior in various countries. However, there is a limited number of studies that apply the Goal Framing Theory (GFT) to explain eco-friendly behavior. This study aims to identify the key determinants of purchase intention towards eco-friendly hotels using GFT. The analysis focuses on the specific context of Vietnam, a nation undergoing economic transition. The study’s empirical basis is built upon a substantial dataset collected from a representative sample of Vietnamese hotel customers (N=524), which underwent stringent statistical analysis using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The study results reveal that gain motivation has the strongest impact on customers’ willingness to buy from environmentally friendly hotels (β = 0.392), followed by hedonic motivation (β = 0.358), and lastly by normative motivation (β = 0.104). Furthermore, the research sheds light on the mediating roles of normative and hedonic motivation on the relationship between gain motivation and purchase intention. Remarkably, hedonic motivation also emerges as a mediator in the relationship between normative motivation and purchase intention. The insights gleaned from the research findings are distilled into both theoretical and practical implications, proffering valuable guidance for stakeholders in the hospitality domain.