Green Hotel Attitude and Intention Scale

What it measures

Measures hotel customers' attitudes toward environmentally friendly accommodation choices and their intentions to patronise green hotels. Adapted from Ajzen's Theory of Planned Behaviour for sustainable hospitality contexts. Attitude items capture overall evaluation of eco-friendly hotel stays (wise, beneficial, important, good idea); intention items capture likelihood of choosing green accommodation on upcoming trips. TPB-based models of pro-environmental hotel choice consistently explain 40–60% of variance in green hotel intention and the GHAIS is among the most widely used operationalisations in sustainable hospitality research.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Attitude Toward Green Hotels (Likert 1–7, strongly disagree to strongly agree)

• Staying at a green hotel is a good idea.
• Staying at a green hotel is a positive thing to do.
• Staying at a green hotel is beneficial for the environment.
• I have a favourable attitude toward green hotels.

Green Hotel Stay Intention

• I intend to stay at a green hotel on my next trip.
• I am willing to pay more to stay at a green-certified hotel.
• I will actively seek out green hotels when planning my travel.
• I would prefer a green hotel over a conventional hotel if the price were similar.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two subscale scores. Green hotel attitude and intention are moderated by age (older travellers show lower green intention despite similar environmental concern), income, and prior green hotel experience. Willingness to pay a premium for certified green accommodation is typically 5–10% above standard rate in experimental studies. The scale has been widely adapted for airlines, restaurants, and tour operators.

Recommended companion scales

Citation

Han, H., Hsu, L.T.J., & Lee, J.S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers' eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519–528.

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