Exploring the factors that influence customers’ willingness to switch from traditional hotels to green hotels

ABSTRACT This research is designed to illustrate the process of customers’ switching behavior from a traditional hotel to a green hotel by applying a pull-push-mooring theory and an exploratory mixed methods design. The push factors, including environmental policy, social media effects, and social norms, drive customers away from traditional hotels, while the pull factors, including personal norms, perceived health benefits, and emotional well-being, attract customers to green hotels. The mooring factors, including inertia and switching cost, show a vital moderating effect. This study provides a conceptual mechanism that clarifies factors that drive customers’ green behavior in the hotel industry.