Sustainable Hospitality: Green Practices and Consumer Preferences

Abstract

Due to environmental regulations, service innovation, and customer preferences, the hospitality industry is becoming more concerned with environmental sustainability. The study examines the relationships between green practices adopted by hospitality firms and consumer behaviour with specific respect to how sustainable practices affect consumer attitudes, satisfaction and purchase intentions. Aspects of sustainability like energy management, waste reduction, water conservation and eco-friendly facilities and certifications are evaluated using primary data about the customers of the hotel and secondary data about the industry.

The study uses a quantitative design using surveys to analyse consumer knowledge, value as well as price elasticity to green services. The research is conducted using statistical methods, such as correlation and regression analyses, to gain insight into the role of green initiatives in consumer choice. The findings indicate that consumers are becoming more ready to pay more on green hotels particularly where the green efforts are apparent and trustworthy, and perceived to add value to service delivery. Conversely, the results also indicate that consumers have a lack of conformity between their environmental attitudes and their real purchase intentions, as a result of price sensitivity and convenience perceptions.

The research also reveals the effects of demographic variables on consumer response to green efforts such as environmental concern and trust. The research finds that sustainable hospitality initiatives not only help conserve the environment but also boost brand reputation, loyalty, and competitiveness. It suggests that hospitality businesses adopt sustainability in business strategies and communicate their efforts to close the intention-behaviour gap. The study offers insights for policymakers and practitioners to encourage sustainable consumption and tourism.