The mediation effect of perceived behavioral control in ethical consumerism: A TPB approach to willingness to pay for eco-certified hotels

Konstantinos VelaorasDepartment of Regional and Economic Development, Agricultural University of Athens, Angeliki N MenegakiDepartment of Business Administration and Tourism, Hellenic Mediterranean University, Serafeim PolyzosDepartment of Planning and Regional Development, University of Thessaly, Katerina GotzamaniDepartment of Business Administration, University of Macedonia

Tourism and Hospitality Research

Published online on July 07, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
This paper examines the Willingness to Pay (WTP) for hotel certifications in the context of ethical consumerism in hospitality, using the Theory of Planned Behavior (TPB) as a framework. Utilizing a dataset of 350 responses collected through a structured ...