Consumer Behavior in Green Hospitality
Summary
Consumer behaviour in green hospitality examines the attitudes, motivations and decision-making processes of guests who choose environmentally responsible lodging and services. This field combines insights from psychology, marketing and sustainability science to understand how values, beliefs and social influences shape intentions to stay in or support green hotels. Key drivers include environmental concern, perceived health benefits, trust in green claims and a willingness to pay a premium for eco-friendly practices. Barriers often involve price sensitivity, scepticism about greenwashing and limited awareness of certification schemes. Across regions, cultural norms and economic context mediate how consumers prioritise sustainability. Digital platforms and social media amplify peer influences, while global policy commitments on climate change raise the visibility and legitimacy of green hospitality. Practical applications range from tailored communication strategies and incentive programmes to operational changes that reinforce both customer satisfaction and environmental performance.
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Consumer Behavior in Green Hospitality publication trend
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Technical terms
Theory of planned behaviour (TPB): A framework positing that intention to perform a behaviour is influenced by attitude toward the behaviour, subjective norms and perceived behavioural control.
Value-belief-norm theory (VBN): A model suggesting that personal values shape environmental beliefs, which activate moral norms and drive pro-environmental actions.
Biospheric value: The importance an individual places on protecting nature and all living things.
Subjective norms: Perceived social pressures to perform or not perform a particular behaviour.
Perceived behavioural control: An individual’s assessment of their ability to execute a given behaviour, reflecting ease or difficulty.
Green trust: Confidence in the environmental claims and practices of a hospitality provider.
References
- Determinants of consumers’ intention to visit green hotels: Combining psychological and contextual factors. Journal Of Vacation Marketing (2023).
- Tourists' intention to visit green hotels: building on the theory of planned behaviour and the value-belief-norm theory. Journal of Tourism Futures (2022).
- Assessing behavioral intention toward green hotels during COVID-19 pandemic: the moderating role of environmental concern. Journal of Tourism Futures (2022).
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