Examining Consumer Behavior on the Development of Green Hotels in Kazakhstan

Abstract

International organizations, including the United Nations and European Union member countries, emphasize promoting green consumerism in different industries, including the hotel industry. The same patterns are now observed in Kazakhstan and the other Central Asian States. This article examines consumer behavior when accessing and using green hotel services based on the theory of planned behavior. Depending on the degree of knowledge of consumers, the characteristics of their behavior in relation to the activities of the green hotel are discussed.This study provides for the study of the possibility of applying the theory of planned behavior (TPB) in the hotel business of the Republic of Kazakhstan and was developed by conducting a survey among customers of 3, 4, 5-star hotels in Almaty. The study involved 50 respondents from 3 hotels. The questionnaire was chosen as the inquiry tool. Questionnaire questions were designed to determine the interest of hotel guests in buying environmentally friendly hotel products.The results of the study showed that in general, there was a positive attitude of consumers to the use of green products.