id	author	title	date	pages	extension	mime	words	sentence	flesch	summary	cache	txt
fbem-24739	Ma, Weina; Chen, Yongsee	Predictors of Consumer Purchase Intention Toward Green Hotels in China: The Moderating Role of Generation Y&Z	2024	7	.pdf	application/pdf	4881	264	44	Although, in the accommodation industry, several studies have been conducted to understand the green hotel patronage intentions, willingness to pay for green hotels, but little research has focused on hotel consumers’ purchase intention when selecting a green hotel. yongseechen@segi.edu.my Abstract: This study aims to explore consumer purchase intention toward green hotels in China amidst increasing environmental concerns in the hospitality sector, with a specific focus on the moderating influence of Generation Y and Generation Z. Grounded in Ajzen’s Theory of Planned Behavior, it examines how attitudes, subjective norms, perceived behavioral control, perceived value, and trust influence consumer behavior in sustainable tourism.	cache/fbem-24739.pdf	txt/fbem-24739.txt