摘要：AbstractThis study is proposed to explore whether green consumer profiles (socio-demographics, psychographic and religiosity) have a role to play in profiling green hotel consumers. As such, a total of ten hypotheses are developed to explore the effects of the green consumer profiles on ecologically Ecologically aware consumers are defined as individuals who seek to consume only products that cause the minimum or not give any - impact on the environment (Roberts, 1996). Behaviour (ECCB) in Malaysian lodging consumers. In addition, this study will explore the relationships between ECCB, green purchase intention (GPI) and effective green purchase behaviour (GPB) by using rigorous structural equation modeling methods. A total of three direct effects and one mediation effect are hypothesised and will be tested in the study. A research framework of the identified green consumer profiles, ECCB, GPI, and GPB is proposed with a view towards suggesting how such research might systematically be carried out. The research findings will be particularly important for hoteliers in understanding the green consumer behavior in order to achieve sustainability performance.
