This study aims to contribute to the development of an extended theory of planned behavior to understand the indicators of consumer behavior. A conceptual framework highlighting four study constructs (i.e., personal norms, intention towards green hotels, environmental consciousness, and green consumer behavior) was tested using 394 general Malaysian lodging consumers. The findings indicate that to devise green branding strategies for the hotels, the managers must first consider how the environmental consciousness of consumers positively affects their personal norms and behavior towards green hotels. Second, consumers' personal norms and behavioral intention towards environmentally responsible lodging positively affect their green behavior. Third, Personal norms mediates the significant positive relationship between; environmental consciousness and behavioral intention towards environmentally responsible lodging of a consumer; and environmental consciousness and green consumer behavior. Lastly, behavioral intention towards environmentally responsible lodging mediates the significant positive relationship between a consumer's personal norms and green consumer behavior.
Keywords: Business; Economics; Environment consciousness; Environmental consciousness; Environmentally responsible lodging; Green customer behavior; Green hotels; Perceived norms; Psychology; Sociology; Tourism.
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