Consumers Attitude Towards Green Practices in the Hotel Industry

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Recommended: Challenges of sustainability in hospitality

In this study, the first objective that being stated is to investigate consumer attitudes towards environmentally responsible or green practices in the hotel industry. Attitudes are how to set the thoughts or feelings about something. It is also an inclination or tendency to respond positively or negatively to a particular idea, object, person or situation. Referring to past paper, the consumer attitudes towards green practices are mostly positive where many of the survey in the past study show a good reaction when being asked about green or eco-friendly practice. According to Tierney, Hunt and Latkova (2011), consumer responded that it is essential that travel industry to become green as they believes that the children futures depends on the sustainability practices and most of the consumer agreed that they are willing to pay an extra 10 per cent for green practice. The research done by Rezai et al., (2013), indicates that the consumer in Malaysia more than half have heard about the green concept and most of them believes that going green can provide a better future for the planet but they believes that going green is costly. One article from The Star Online (2014) states that Malaysia traveller is seeing to prefer the eco-friendly hotel by stating that 60.64 per cent Malaysian traveller indicated that they prefer eco-friendly hotels, there were 42.8 per cent are willing to pay US$10 to US$50 (RM33-RM163) more to stay at green hotel. 15.2 per cent of Malaysian said they would be willing to pay more than US$50 (RM163), thus puts Malaysia in the third ranks of Asian travellers who willing to pay more for eco-friendly hotel. Tierney et al., (2011) points out that more than half consumer believes that they can save money while travel...

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...ver, with minority of the green skeptics presence, the consumer are seeing to be aware and begin implementing the green movement and they are becoming positively accepting the green practice in hotel as majority of consumer said that they are more tending to book the hotel with an environmental attitude responsible (Mensah, 2013). In Overall, the consumer attitudes towards the green practice in the hotel show a positive acceptance by most of the consumer. They are gradually starting to be greener consumer and still in the learning to become a better consumer for a healthier world. Thomas Fuller quotes “All things difficult before the easy”, where it may be hard to be green consumer at first, but with the positive acceptance and awareness by consumer about going green from time to time, then, attitudes of becoming green consumer can be easily implement in oneself.

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