The role of extraversion and agreeableness traits on Gen Y's attitudes and willingness to pay for green hotels

摘要

Purpose - This paper aims to examine the role of extraversion and agreeableness personality traits on Generation Y (Gen Y) consumers' attitudes toward and willingness to pay for green hotels. Gen Y is a large and influential generational group, with a significant interest in green issues. There has been a lack of research on the consumer decision-making process toward green hotels. Specifically, the impact of personality on green attitudes and behavioral intentions is rarely investigated.