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The study aims to explore consumers´ attitudes towards perceived areas of green practice in hospitals; ascertain consumers´ willingness to pay for green hospitals; and to predict attitudes, subjective norms, and perceived behavioral control leading to the probability of consumers to actively seek and visit green hospitals. The study enlisted 500 patients from public and private hospitals of Thailand. The results suggest that patients from public and private hospitals of Thailand slightly agree /slightly find truth in terms of attitudes, subjective norms, and perceived behavioral control related to green hospitals. Moreover, these patients are also slightly willing to pay more for such hospitals. Finally, it was found that predictors of willingness to pay more for green hospitals: sex; outcome evaluations; normative beliefs; direct measurement of attitudes; control beliefs, and direct measurement of perceived behavioral control. These results suggest that the theory of planned behavior´s attitudes, subjective norms, and perceived behavioral control, as well as the gender of patients do have an influence on their willingness to pay for green hospitals.

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Originally from Bangladesh, Hassan Iqbal was born in 29 June 1969 has experienced life as lecturer, Sales Manager, School Director and currently as an International Marketing Manager in a Hospital in Bangkok. His work experiences span over 15 years. The author is passionate about environmental sustainability and the way forward.

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