The pro-environmental underpinnings of vegan hotel products' intention: an integrative framework of theory of planned behavior and value-belief-norm

The rise of veganism as a dynamic sociocultural trend has underscored the need for a research agenda in this area within the hospitality and tourism sector. Therefore, our paper introduces the concept of vegan hotel products and extends previous research on veganism consumption behaviors to the hotel industry. Specifically, the objective was to examine the pro-environmental underpinnings of vegan hotel products' behavioral intention based on an integrative Theory of planned behavior (TPB) - Value-belief-norm theory (VBN) theoretical model. The empirical analysis was conducted using data from 440 individuals who expressed an interest in veganism and had hotel experiences in the past year. The findings indicated that both the VBN's normative properties and TPB's self-interest motives positively influenced behavioral intention toward vegan hotel products. We discussed the theoretical and practical implications of these results in the conclusion, which offered valuable insights and contributed to the expanding field of hospitality and tourism research on veganism.