Trends in Hospitality - Green Hotel

Running Head : TRENDS IN HOSPITALITY
TRENDS IN HOSPITALITY
Name of the Student
Name of the University

TRENDS IN HOSPITALITY 1
Table of Contents
Introduction......................................................................................................................................2
Literature Review............................................................................................................................3
Theoretical Framework................................................................................................................3
Theory of planned behavior (TPB model)...................................................................................4
Ways in which Green Hotels can attract consumers...................................................................5
Relationship between altruism and behavioral intention.............................................................6
Green Hotels................................................................................................................................7
Factors affecting preference of consumers towards green hotel.................................................8
Gap in literature...........................................................................................................................9
Methodology....................................................................................................................................9
Result and Discussion -.................................................................................................................11
Conclusion and Recommendations................................................................................................13
References......................................................................................................................................15

TRENDS IN HOSPITALITY 2
Introduction
Growing rate of concern regarding the natural environment at all the levels of society has led
to the increase in the marketing of the environmental friendly products. There has been lot many
researches conducted over the context of green consumer behavior and sustainability due to the
rising awareness and the essentiality of environment. Some of the challenges related to
sustainability that possess as a threat to the world includes water pollution, global warming and
finally over population. As per Shen (2017), the sector of global tourism has brought towards the
occurrence of several challenging as well as harmful events which are affecting and eroding the
health of the environment. This includes majorly the green house gas emissions and carbon
emissions, which constitutes the total share of 15% and 5% percent respectively. Towards the
field of consumer behavior and marketing researches, factors such as attitudes and motivation
has been given propriety for influencing the purchasing decision of the prop environmental and
the green products followed by a green behavior. In the current years, several customers have got
aware relating the harm caused by certain environmental damages and resources that are being
induced by the hospitality industry. Schuuring (2018) noted that the rising environmental
concerns has induced towards some of the major alteration regarding the purchasing nature of the
consumer as well as the establishment of business towards eco-friendly services. However,
though most of the research studies portrayed that attitude of consumer towards the consumption
of green services are positive, these positive consumer attitudes does not necessarily leads to
green behavior (Nezakati et al. 2015) . According to the reports studies in the research paper, in
reality, only 10 percent of the services that has been availed in the hospitality sector are eco-
friendly while 40% of the consumers claimed to intend in availing sustainable products and

TRENDS IN HOSPITALITY 3
services from the hospitality industry (Lim et al. 2019). There has been a raising advocacy of the
public regarding green consumption for minimizing the damage made to the environment.
This research report aims to examine the prediction of the difficult behavioral intentions of
consumer towards visiting green hotel by the theory of planned behavior and altruism. The
purpose of the research is to indicate the behavior of the consumer which is driven by the
environmental concerns towards availing green hotel. The research questions are as follows.
1. What is the relation among behavioral intention and altruism?
2. How green hotel can attract consumers?
3. What are the factors affecting consumer preferences towards choosing green hotels?
Literature Review
This specific section of the research report will focus over the review of literary sources
targeting the theory of planned behavior and altruism for the prediction of the difficult behavioral
pattern of the consumers. In the light of the theoretical framework, the review analyses the how
green hotels attracts more customers and how the factors of subjective norms, behavioral
intentions, attitude and customer behavioral control can effect their purchasing decision of eco
friendly services.
Theoretical Framework
It is believed by Sharma and Foropon (2019), that green consumer behavior is essential to
be taken into consideration by the businessmen due to environmental and business reasons. It
has become an essential part of the business organizations to reduce negative impacts on the
environment due to business activities and fulfill the goals and objectives set forth by the
international community. It has been argued by Teng, Lu and Huang (2018), that, the business