**Aleksandar Grubor, Nikola Milicevic \* and Nenad Djokic**

Department of Trade, Marketing and Logistics, Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia; agrubor@ef.uns.ac.rs (A.G.); djokicn@ef.uns.ac.rs (N.D.)

**\*** Correspondence: milicevic.nikola@ef.uns.ac.rs; Tel.: +381-21-485-2933

Received: 30 September 2019; Accepted: 18 November 2019; Published: 26 November 2019

**Abstract:** The significance of green rural tourism for sustainable development is widely recognized. In addition, a number of researches attempt to explain the green choice among tourists. Hereby, different theoretical approaches are used. The dynamic approach to the Theory of Planned Behavior (TPB) is implemented in this study. The approach considers that the influence of different elements of TPB (attitudes, subjective norms, perceived behavioral control) on intention to visit green rural hotels is tested in the context of different phases in behavior change of the respondents (pre-decision, pre-action, action). According to the authors' knowledge, this is the first implementation of the dynamic approach to the TPB in understanding green rural choice. During data analysis, multigroup structural equation modelling (SEM) was used. The results indicate that the existence and the strength of the influences of the elements of TPB are different in different phases of behavior change. Managerial implications for the studied market (Serbia) are also provided within the paper.

**Keywords:** sustainable development; rural tourism; green hotels; theory of planned behavior; behavior change; market segmentation
