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Numerous studies have employed the theory of planned behavior (TPB) to understand customers' behaviors in various fields, but none has tested and extended the theory to explain customers' decision formation to pay comparable regular-hotel prices for a green hotel. This is the first study designed...

Kim YunHi; Han HeeSup
Routledge, Taylor & Francis, Oxfordshire, UK
Journal of Sustainable Tourism, 2010, 18, 8, pp 997-1014