Extending theory of Self-Completion: Mediating role of perceived green hotel image in shaping green behavioural intention

Eco-tourism is growing at a faster rate than global tourism followed by increasing effects on personal ecological commitments and pro-environmental outcomes. Considering the relevance of eco-travel and tourism in India, the study undertook to measure the effects of green self-identity of customers on their green behavioural intension towards eco-friendly hotels in the country. Using purposive sampling of 286 respondents, the study extended Theory of Self-Completion by analyzing the mediational effect of customer perceived green hotel image. Findings SEM model, analyzed using AMOS revealed a significant relationship between green self-identity and green behavioural intention with a significant partial mediation effect of customer perceived green hotel image. Practical and academic future implications of the study are presented.