Exploring Predictors of Green Investment Behaviour: The Role of Behavioural Intention, Green Financial Behaviour, Perceived Behavioural Control, Green Investment Knowledge and Attitude

Abstract

The current study sought to explore the predictors of green investment behaviour among employees of star-rated hotels based on the theory of planned behaviour. This study employed the correlational cross-sectional questionnaire-based research design. In total, 374 samples were obtained through a purposive sampling technique. The measurement model and proposed research model were evaluated using partial least square’s structural equation modelling. The findings support the application of the theory of planned behaviour in understanding green investment behaviour among employees of star-rated hotels. Behavioural intention positively influences green financial behaviour, reinforced by strong effects from perceived behavioural control and subjective norms. Additionally, it offers a fresh perspective on how particular green investment knowledge influences attitudes, perceived control and subjective norms related to environmentally friendly financial behaviours. These findings suggest that interventions aimed at enhancing employees’ attitudes towards green investments and improving their perceived control over financial decisions can effectively promote green financial behaviours in star-rated hotels. Training programmes focused on increasing green investment knowledge and fostering supportive social norms could further encourage sustainable financial practices among hotel employees. Implementing these strategies may lead to more environmentally responsible financial decisions within the hospitality industry.