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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)

Author

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  • Chalani Kuruppu

    (SLIIT, Faculty of Business, Malabe, Sri Lanka)

  • Nadeesha Ketakumbura

    (Sri Lankan Aviation College, Technical Training, Katunayaka, Sri Lanka)

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.

Suggested Citation

  • Chalani Kuruppu & Nadeesha Ketakumbura, 2019. "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)," Management of Sustainable Development, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 11(2), pages 1-6, December.
    • Handle: RePEc:blg:msudev:v:11:y:2019:i:2:p:15-20
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    References listed on IDEAS

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    1. Stamatios Ntanos & Grigorios Kyriakopoulos & Miltiadis Chalikias & Garyfallos Arabatzis & Michalis Skordoulis, 2018. "Public Perceptions and Willingness to Pay for Renewable Energy: A Case Study from Greece," Sustainability, MDPI, vol. 10(3), pages 1-16, March.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Ribeiro, Fernando & Ferreira, Paula & Araújo, Madalena & Braga, Ana Cristina, 2014. "Public opinion on renewable energy technologies in Portugal," Energy, Elsevier, vol. 69(C), pages 39-50.
    4. Wang, Jie & Ritchie, Brent W., 2012. "Understanding accommodation managers’ crisis planning intention: An application of the theory of planned behaviour," Tourism Management, Elsevier, vol. 33(5), pages 1057-1067.
    5. Kostakis, I. & Sardianou, E., 2012. "Which factors affect the willingness of tourists to pay for renewable energy?," Renewable Energy, Elsevier, vol. 38(1), pages 169-172.
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