What Generation Y in Greece thinks about Green Hotels

Abstract

Purpose – Environmental awareness has significant impact on hotel selection. As hotel customers’ become more ecologically conscious tend to prefer hotels that have environmental policies in place. The purpose of this paper is to examine customers’ perceptions of what a green hotel should do or should be and exploring intentions to choose a green hotel. Design/methodology/approach – An empirical research study was conducted using an online survey. The questionnaire used investigates what a green hotel should do or should be environmental concerns, eco-friendly attitudes, eco-friendly activities, awareness, overall image, intention to pay more and intention to visit a green hotel. In total, 159 completed and usable questionnaires were received. Findings – Findings reveal that potential customers’ are highly environmentally conscious. However, they are not fully aware about green hotels and do not always intent to visit a green hotel, or are willing to pay more. Originality/value – Hotel customers’ perceptions towards intention to visit a green hotel are different among various ages and geographic locations. Thus, the study focuses on perceptions of Generation Y in Greece. Hotel managers should be aware of customers’ buying behaviour towards green practices and communicate more, green hotel practices.

Impact of Green Attributes on Revisiting Intentions of Tourists in Sri Lankan Hotels: The Mediating Effect of Overall Satisfaction

“…According to the findings, energy saving is also having a significant positive effect on revisiting intention. This attribute has been suggested by Karavasilis et al (2015) as an alternative green attribute, and these current findings confirm its applicability. Energy-saving can be done through different methods.…”

“…are some of such waste management methods. Karavasilis et al (2015) examined reducing waste and pollution as green practices a hotel must be adopted. Towel reuse policies, linen reuse policies were identified as an environmental practice by Assaker (2020).…”

What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises

“…Although such certifications already exist (Millar & Baloglu, 2011), more may be needed to highlight specific green initiatives. Defining at the policy‐level can further help hotels communicate that they are green entities, thereby addressing the issue of consumer ignorance regarding what constitutes green hotels (Karavasilis et al, 2015).…”

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“…In addition, consumers focus not only on their purchasing decision-making processes but also on awareness of the specific dimensions and characteristics of the product (Kwan et al, 2004). Karavasalis et al (2015) stated that although consumers do not always buy eco-friendly products, consumers tend to do eco-friendly purchasing decision. Eco-friendly consumer behavior is characterized through attitudes and actions to protect the environment (Ali, 2013).…”

“…According to Jayanti et al (2014), there are some actions that must be performed as one of the consumer eco-friendly behaviors that is known as 3R (Reduce, Reuse, and Recycle). Karavasalis et al (2015) stated that although consumers do not always buy eco-friendly products, they tend to do eco-friendly purchasing decision.…”