Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels

This paper examines valuable main predictors of the so-called green consumption and drivers of consumers' capabilities to pay more for eco-green accommodation services across seven countries, utilizing a sample of 5270 consumers. SEM approach was utilised in assessing the significant of model's relations and research constructs. The main findings revealed that subjective norm, perceived consumer's effectiveness, personal moral norm, environmental concerns, extraversion, agreeableness, attitudes, and intentions are main motivations of customers' capable to pay more across countries. Moreover, results showed that the idiom term “one-size-fits-all” technique is inadequate for accounting diversity for different customers in different nations. A multigroup investigation highlighted considerably various results and associations, in what way subjective norm, perceived consumers effectiveness, environmental concerns, agreeableness, attitudes, and intentions influence purchasers of green hotels products to pay more across countries. The implications of the current research for practice have great values for hotels and rural accommodations in addition to other tourism businesses in action maximize different green policies and efforts to encourage enviro-green responsible purchasing decisions.