Table 1 Convergent validity of the measurement model.

Altruistic value

1. I have given directions to strangers.

2. I have given money or donated goods to a charity or group (delete).

3. I have given money to a stranger who needed it.

4. I have pointed out a clerk’s error (delete).

5. I have let a neighbour whom I did not know too well borrow an item of some value to me (delete).

6. I have offered my seat on a bus or train to a stranger who was standing.

0.749

0.680

0.819

1.575

Biospheric value

1. Respecting the earth.

2. Unity with nature.

3. Protecting the environment.

4. Preventing pollution.

0.927

0.786

0.916

0.825

1.961

Collectivistic value

1. Help others in a time of need (delete).

2. Maintain warm relationships with others.

3. To do well in life, the help of friends is crucial.

4. Be interdependently related to others.

5. Feel part of a large group of people (delete).

0.885

0.882

0.825

2.139

Ecocentric attitude

1. Major political change is necessary to protect the natural environment.

2. Anti-pollution laws should be enforced more strongly.

3. Major social changes are necessary to protect the natural environment.

4. Humans are severely abusing the environment.

5. The earth is like spaceship with limited rooms and resources.

0.906

0.907

0.881

0.901

0.876

2.338

Awareness of consequence

1. Hotel industry causes pollution, climate change, and exhaustion of natural resources.

2. Hotel industry generates the environmental impacts on the neighbouring areas and wider environment.

3. Hotel industry causes environmental deteriorations like waste from rooms, restaurants, and other facilities, excessive use of energy/water.

4. Green hotels practicing energy/water conservation, waste reduction, and diverse eco-friendly activities help to minimise the environmental degradations (reverse-coded) (delete).

0.925

0.900

0.914

1.277

Ascription of responsibility

1. I believe that every hotel guest is partly responsible for the environmental problems caused by the hotel industry.

2. I feel that every hotel guest is jointly responsible for environmental deteriorations caused by the hotel industry.

3. Every hotel guest must take responsibility for the environmental problems caused by hotels.

0.813

0.884

0.853

1.000

Personal norm

1. I feel staying at green hotels and using environmentally friendly products/services would make me a better person.

2. I feel staying at green hotels make me feel as a morally obliged person instead of conventional hotels.

3. I feel staying at green hotels saving environment should be the first priority for a person like me.

4. I feel staying at green hotels is a moral obligation regardless of what other people to do.

5. I feel staying at green hotels saving energy as much as possible is my personal obligation (delete).

0.900

0.887

0.853

0.774

1.629

Implicit attitude

For me, stay at a green hotel when travelling is:

1. Good.

2. Desirable.

3. Positive.

0.943

0.958

0.962

1.638

Subjective norm

1. People important to me, think that I should stay at green hotels.

2. Most people who are important to me would want me to choose green hotels when travelling.

3. People whose opinion I value would want to stay at green hotels.

0.961

0.956

0.896

2.271

Perceived behavioural control

1. I have resources, time, and opportunities to stay at a green hotel when travelling.

2. I am confident that if I want, I can stay at a green hotel when travelling.

3. Whether or not I stay at a green hotel when travelling is completely up to me.

0.727

0.855

0.771

2.072

Intention

1. I am willing to stay at a green hotel when travelling.

2. I plan to stay at a green hotel when travelling.

3. I will make an effort to stay at a green hotel when travelling.

4. I am willing to spend extra to stay at a green hotel when travelling.

0.908

0.907

0.885

0.901

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