Kuruppu, CKetakumbura, N2022-05-312022-05-312019-12Chalani Kuruppu & Nadeesha Ketakumbura, 2019. "The Impact Of Guests’ Attitude And Subjective Norm On Willingness To Pay A Premium For Renewable Energy Practices In Sri Lankan Hotel Industry: An Application Of Theory Of Reasoned Action (Tra)," Management of Sustainable Development, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 11(2), pages 1-6, December.https://rda.sliit.lk/handle/123456789/2532This paper examines the guests’ willingness to pay a premium for renewable energy practices in Sri Lankan hotel industry in a context where the renewable energy considered as an alternative source of energy that has a growing consumer demand. The aim of this research is to investigate the impact of guests’ attitude and subjective norm on their willingness to pay a premium for hotels’ ‘renewable energy practices’ by using the Theory of Reasoned Action. A structured questionnaire served as the main instrument in gathering primary data from 60 respondents. This study found that guests’ attitude and social norms have a positive relationship with their willingness to pay a premium and both independent variables lead to a strong impact on dependent variable suggesting that, the guests with positive attitude and stronger social norms are more likely to pay a premium for renewable energy practices.enSUBJECTIVE NORMWILLINGNESSRENEWABLE ENERGYHotel IndustryReasoned ActionArticle