Theory of repeat purchase behavior (TRPB): a case of green hotel visitors of Bangladesh

• Published in: International journal of tourism cities 2023-06, Vol.9 (2), p.462-480
• Main Author: Abdulla Al-Towfiq Hasan
• Format: Article
• Language: English
• Subjects: Behavior; Consumption; Customers; Emissions; Emotions; Food; Green products; Hotels & motels; Influence; Purchase intention; Sustainable development; Technology Acceptance Model; Tourism
• ISSN: 2056-5607; 2056-5615
• DOI: 10.1108/IJTC-09-2022-0224

PurposeThis study aims to explore customers’ green hotel revisit behaviors, proposing the theory of repeat purchase behavior.Design/methodology/approachAn empirical study is conducted through a questionnaire survey method, using personal interview survey approach in Bangladesh. In all, 401 usable data is collected from participants who have visited green hotels before. The following data are analyzed through partial least squares structural equation modeling (PLS-SEM) using Smart PLS 3.3.3.FindingsResults of the study have raveled that habitual attachment and emotional attachment are significantly related to green hotel revisit intentions (behavioral intention) and revisiting a green hotel (actual behavior). The result also has uncovered that green hotel revisit intentions significantly impacted revisiting a green hotel. Moreover, the study results exert that green hotel revisit intentions partially mediate the relationship between habitual attachments, emotional attachment, and revisiting a green hotel.Originality/valueThe current study enriches green hospitality literature by uncovering the integrated effects of habitual attachment and emotional attachment on customers’ revisit intentions and behaviors in the green hotels’ context.