The Effect of Non-optional Green Practices in Hotels on Guests’ Behavioral Intentions

New types of green practices called "non-optional" are trending in hotels replacing single-use mini toiletries in bathrooms and eliminating the use of plastic straws and plastic water bottles. This study examines how hotel guests' green practice skepticism affects their purchase intentions, revisit intentions, and word-of-mouth intentions toward five non-optional green practices. The results found that green practice skepticism of non-optional green practices did not have a negative impact on guests' behavioral intentions. Additionally, when bed linens and bath towels were changed every other day as a non-optional green practice, all of the behavioral intentions decreased significantly. Theoretical and practical implications are discussed.