ABSTRACT
Environmental problems have been a global issue where a call for comprehensive legal framework is made by many parties to deal with this situation. The intention to save the environment is merely lopsided where only government and non-governmental agencies are in the frontline but the public support is relatively low. Leveraging in this issue, abundance of researches directed to the green practice and the effects toward various outcome variables have become phenomenon especially in the service sectors. This paper in particular examine the relationship between green practice represented by saving energy, water and solid waste toward green trust in the five-star hotel segment. Convenience sampling was employed to the population of guests who had experience staying in ASEAN Green Hotel Standards certified hotels throughout Malaysia. 200 samples were decided based on the convenience sampling technique. Results indicated that green practice significantly affect trust towards the green certified hotels that able to be established over a long period of time. Future study may also includes other outcome variable like green satisfaction or brand loyalty and test them to other service industry like banking or retailing. The conclusion and recommendations were made based on several limitations like inability to conduct the research at the actual green hotel premise since no permission is given by the managers of the selected AGHS certified hotels.
