Objective - Based on the theory of planned behaviour, this study empirically investigated and significantly validated the relationship among hedonistic buying orientation, utilitarian buying orientation, pro-environmental orientation. and willingness to patronise green hotels.

Methodology/Technique - This quantitative study used the survey technique in data collection among hotel customers. 208 online surveys were gathered for data analysis. Sem-pls was used to analyse the hypothesised objectives.

Findings - The findings indicated that pro-environmental values, hedonistic buying orientation and utilitarian buying orientation all have a positive and significant relationship with their willingness to patronise green hotels.

Novelty - The value of this study lies in the novel use of consumer buying orientation as a predictive factor of consumers' willingness to patronise green hotels, and to the best of the authors knowledge, it is among the first to empirically test such relationship. This study is useful to key stakeholders in the hospitality sector and managers of hotels to understand consumers pro-environmental patronage.

Type of Paper - Empirical.

Keywords: Consumer buying orientation; willingness to patronise green hotel; pro-environmental value.

JEL Classification: M31, M39.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol5.4_7.html

DOI: https://doi.org/10.35609/jmmr.2020.5.4(7)

Pages 251 – 259