Influence of perceived environmental knowledge and environmental concern on customers' green hotel visit intention: mediating role of green trust

Purpose The purpose of this study is twofold. First, it aims to examine the influence of customers' green considerations in the form of perceived green knowledge and environmental concern on their intention to stay at green hotels; and secondly, to explain the mediating role of green trust among the considered variables. Design/methodology/approach The study investigates green hotel visit perceptions of 213 customers of hotel industry of Dhaka, Bangladesh using Partial Least Square method. Data was collected using a standard structured questionnaire. Findings The findings display a significant positive influence of perceived green knowledge and green trust on customers' green hotel visit intention. Moreover, green trust mediates the relationship of green visit intentions with customers' green knowledge and environmental concern. Practical implications The study demonstrates that environmental knowledge and green trust make customers choose green hotels. The findings of the current study may assist the hotel business administrators to understand the underlying factors for choosing green hotels and adopting green practices in their business operations accordingly. Originality/value To the best knowledge of the researchers, the study is first to measure the mediating impact of green trust on the influential factors of customers' green hotel visit intention in Bangladesh. The result reveals how considered variables interact with each other to influence green hotel choice decisions.