Customer eco-friendly attitudes and environment behavior towards staying at a Green Hotel

Abstract

The hotel industry contributes to substantial environmental degradation with energy consumption, water usage, waste generation, and carbon emissions, prompting sustainable movements. Instead of these issues, the hotel industry has found a new way to make accommodation eco-friendly and sustainable by creating Green Hotels. Hence, respondents from Davao City conducted this study to determine the customers' eco-friendly attitudes and environmental behavior toward staying at a green hotel. The demographics of the respondents, which primarily include gender, age, civil status, and educational attainment, were also considered in the interpretation of the data. Results show that when it comes to gender, there is a slight majority of female respondents compared to male respondents. For age, it is revealed that there are more customers in the late adolescence age group, the majority being college graduates. However, the respondents' preference for green hotels differs and is directly attributed to their demographics. Moreover, the results show that customers have a highly eco-friendly attitude toward staying at a green hotel. This suggests that customers' eco-friendly attitudes are the most significant driving force behind green hotels compared to regular hotels. Furthermore, the level of customer environmental behavior is significantly higher than their eco-friendly attitudes, which reveals that eco-friendly actions are more distinct than the respondents' beliefs, feelings, and evaluations towards green hotels. From these findings, taking into consideration the demographic variables of the respondents as well as their preferences is essential in understanding why customers prefer green hotels. Hence, this study recommends the consideration of demographics when creating programs, policies, and strategies to boost Green Hotel revenues.