THE IMPACT OF GUESTS’ ATTITUDE AND SUBJECTIVE NORM ON WILLINGNESS TO PAY A PREMIUM FOR RENEWABLE ENERGY PRACTICES IN SRI LANKAN HOTEL INDUSTRY: AN APPLICATION OF THEORY OF REASONED ACTION (TRA)

January 8, 2022
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Open Access Article

THE IMPACT OF GUESTS’ ATTITUDE AND SUBJECTIVE NORM ON WILLINGNESS TO PAY A PREMIUM FOR RENEWABLE ENERGY PRACTICES IN SRI LANKAN HOTEL INDUSTRY: AN APPLICATION OF THEORY OF REASONED ACTION (TRA)

First author: Chalani Kuruppu

Affiliation: SLIIT, Faculty of Business, Malabe, Sri Lanka

Second author: Nadeesha Ketakumbura

Affiliation: Sri Lankan Aviation College, Technical Training, Katunayaka, Sri Lanka

Management of Sustainable Development 2019 , 11(2) , 15–20 ;

Abstract:

This paper examines the guests’ willingness to pay a premium for renewable energy practices in Sri Lankan hotel industry in a context where the renewable energy considered as an alternative source of energy that has a growing consumer demand. The aim of this research is to investigate the impact of guests’ attitude and subjective norm on their willingness to pay a premium for hotels’ ‘renewable energy practices’ by using the Theory of Reasoned Action. A structured questionnaire served as the main instrument in gathering primary data from 60 respondents. This study found that guests’ attitude and social norms have a positive relationship with their willingness to pay a premium and both independent variables lead to a strong impact on dependent variable suggesting that, the guests with positive attitude and stronger social norms are more likely to pay a premium for renewable energy practices.

Keywords: Hotel Industry, Renewable Energy, Guests’ Attitude, Subjective Norm, Theory of Reasoned Action (TRA)

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