Bridging the Attitude–Behavior Gap in Sustainable Tourism: An Extended TPB Model of Green Hotel Purchase Intentions

Abstract

The awareness of tourism’s environmental impact has increased interest in sustainable alternatives such as green hotels, yet tourists often fail to translate pro-environmental attitudes into action, reflecting the attitude–behavior gap. This study extends the Theory of Planned Behavior (TPB) by incorporating Environmental Knowledge and Climate Change-Related Risk Perceptions (CC-RRPs) as background factors and testing their effects on Green Hotel Purchase Intentions (GHPIs) among Spanish travelers. Data from 1442 respondents were analyzed using covariance-based Structural Equation Modeling (SEM) with bootstrapped mediation testing. Results show that In-Group Norms are the strongest predictor of GHPIs, followed by Eco-Hotel Attitudes, while Perceived Behavioral Control (PBC) has a weaker but significant effect. Environmental Knowledge predicts all three mediators, and CC-RRPs predict Attitudes and Norms but not PBC. Crucially, both antecedents affect GHPIs only indirectly, supporting a mediation-based framework. These findings clarify the distinct roles of Environmental Knowledge as a cognitive antecedent and CC-RRPs as cognitive–affective evaluations that motivate attitudes and norms, while also highlighting the centrality of social influence in a Southern European context. Beyond theoretical contributions, the results underscore the importance of trust and authenticity: addressing greenwashing through transparent communication and credible certification frameworks is essential to ensure sustainable hospitality choices.