Volume 1, Issue 1, 2019 e-ISSN 2682-8170 1 Department of Marketing, Sunway University Business School, boonliatc@sunway.edu.my 2 Sunway University Business School 3 Sunway University Business School 4 Malaysia University of Science and Technology, School of Business Application of the Theory on Planned Behaviour to Green Hotel Visit Intention: An Extension of Self-Identity Cheng Boon Liat 1 , Brendon Bienvenido Enriquez Jr. 2 , Thomas Thornborrow 3 and Shaheen Mansori 4 Publication Details: Received 06/07/2018; Revised 23/08/2018; Accepted: 05/09/2018 ABSTRACT The demand for green products and services has increased in recent years, as customers are more concerned about global warming and environmental pollution. As a result, more companies focus on introducing environmental friendly solutions such as green concept hotels to meet consumers demand. Since he whole concept of green hotel is still novel in market, this article aims to investigate the relationship between attitude, subjective norms, perceived behavioural control, self-identity and intention to visit green hotels. The findings show that self-identity can enhance the predictive powers of the Theory of Planned Behaviour as it explains an additional variance of 9%. This findings can be useful the players in hospitality industry to promote their offering in market by using more effective marketing tools. Furthermore, this research enhances a growing body of knowledge that recognise self-identity as a genuine addition to the Theory of Planned Behaviour. Keywords: Theory of Reasoned Action, Theory of Planned Behaviour, attitude, subject norm, perceived behavioural control, self-identity, visit intention INTRODUCTION Of late, the environment and its ills have been the subject of much discussion. Pollution has been a problem since the industrial revolution (Rees, 1993) such as environmental destruction, infertile soil, sick livestock as well as human health risks. At the consumer level, there have been calls to heed environmental concerns and for the serious consideration of environmental issues. Introduction to concepts such as greenhouse gases, global warming, carbon footprint and food miles have enabled consumers to responsibly discern and consume. The hospitality business is the largest industry in the world (Bohdanowicz et al ., 2001; Cham & Easvaralingam, 2012). According to the WTTC (2016a), it accounted for 9.8% of the global GDP in 2015 and provided 284 million jobs or 9.5% of the total global employment. Therefore, the hotel industry can play a significant role in environmental conservation by going green. Green hotels are defined as environmentally-friendly properties whose managers are eager to