TOURISTS' WILLINGNESS TO PAY A GREEN PREMIUM: A SYSTEMATIC REVIEW OF THE THEORY OF PLANNED BEHAVIOR AND CONTINGENT VALUATION LITERATURE
Keywords:
Keywords: willingness to pay; green hotels; Theory of Planned Behavior; Contingent Valuation Method; sustainable tourism; systematic reviewAbstract
This paper reviews and synthesises the literature on tourists' willingness to pay (WTP) a price premium for green hotels, combining the Theory of Planned Behavior (TPB) with the Contingent Valuation Method (CVM). Drawing on studies from developed and developing-country contexts, the review identifies three main patterns: first, TPB constructs — attitude, subjective norm, and perceived behavioral control — consistently predict WTP, though their relative strength varies by cultural context; second, Value-Belief-Norm (VBN) theory frequently complements TPB by capturing the moral/ethical side of green consumption; and third, CVM provides the measurement bridge that converts psychological intention into an actual monetary figure. The review also finds that income and financial literacy are rarely included as moderators in TPB-WTP models, and that Central Asian markets are almost entirely unstudied. An integrated conceptual framework and seven hypotheses for empirical testing are proposed as the foundation for doctoral-level research in Uzbekistan.
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[Remaining empirical study citations — guest satisfaction & WTP study (Humanities and Social Sciences Communications); TPB + VBN green hotel study (Journal of Tourism Futures); developing-country green behavioral antecedents study (MDPI Sustainability); extended TPB green consciousness study (PMC); cross-national WTP study (ScienceDirect); Borneo CVM study; Kanas Nature Reserve CVM study — to be added with full journal, volume, issue, and DOI details before journal submission.]
