Van Hung Duong

Type of the article: Research Article

Abstract
The global hotel industry has progressively integrated sustainable practices to mitigate its environmental impact, with an increasing emphasis on active customer involvement. This study aims to explore the relationship between customer norms and their green behavior, and examine how green hotel knowledge moderates this relationship. A survey of 254 domestic guests staying at green hotels in Vietnam was analyzed using structural equation modeling. The findings indicate that perceived moral obligation significantly influences both subjective norms (β = 0.584) and personal norms (β = 0.429). Similarly, ascription of responsibility is a strong predictor of personal norms (β = 0.424). The results further reveal that both subjective norms (β = 0.240) and personal norms (β = 0.269) positively affect customer green behavior. Importantly, green hotel knowledge acts as a moderator between personal norms and green behavior (β = 0.247), though it does not significantly moderate the relationship with subjective norms. This study contributes to a better understanding of customer behavior in the context of green hotels and offers managerial implications for promoting active participation in environmentally friendly initiatives.