The factors affecting green purchase intention in Malaysia hotel industry.

This research study focused on investigating the determinants that affect tourists’ intention in staying in the green hotel. Nowadays, environmental problems have been discussed a lot and people started aware about the activities that can conserve the environment. In the hotel industry, green hotel is becoming a new trend that can attract guests that are concern about the environment and would like to involve in green practices. This study aims to examine the most significant factors that influence the guests in staying at green hotel. Attitude towards green, environmental concern, environmental knowledge and subjective norms are the independent variables that discussed in this study. The research methodology used is quantitative methods through questionnaire survey based on 200 Malaysian respondents from Kuala Lumpur and Sarawak. After analyzing the data collected, result shows that all of the independent variables were related to the intention of tourists. Among all of the variables, environmental knowledge was the most significant factor