Green Choices: The Impact of Eco-Friendly Hotel Practices on Consumer Decision-Making

1. Introduction

The goal of this chapter is to understand the impact of eco-friendly practices exercised by hotels on consumers purchase decision. In the present technological world, environment is protected in many ways by many sectors with technology like using social media (Evans et al., 2021); digital platforms like websites (Li & Wang, 2010); online education (Dambhare & Khan, 2020) and these technological ways has certainly reduced use of natural resources. In developed and developing nations, tourism has been one of the most significant and quickly growing sectors for regional development, job creation, poverty reduction, and the preservation of historical and national assets. It is simpler to fulfil customer requirements because of the close linkages between the tourism and hotel and hospitality businesses. In 2019, the tourism sector contributed 3.5% growth, 10.5% of the global GDP, and 330 million jobs (WTTC, 2019). According to the World Tourism Organisation (UNWTO) and United Nations Environment Programme, the hotel industry is responsible for 21% of all carbon emissions associated with tourism (UNEP) (Gossling et al., 2012). This generates questions regarding the protection of natural resources. 10.4% of the global GDP is devoted to the tourism sector, which contributes significantly to global economic expansion. The trillion-dollar tourism business, which also accounts for 7% of all exports globally, employs more than one in ten people (WTTC, 2018). Tourism has a significant impact on the environment and is responsible for about 8% of global greenhouse gas emissions. Due to greenhouse gas (GHG) emissions, the annual global carbon footprint of tourism increased from 3.9 billion metric tonnes of CO2 equivalent in 2009 to 4.5 billion metric tonnes of CO2 equivalent in 2013 (Lenzen et al., 2018), which had a negative impact on the environment and the economy (Pang et al., 2013). Every night, hotels use 466 litres of water on average, and their operations produce carbon emissions that contribute to climate change and global warming. Because of this, eco-friendly practises can minimise operational costs while reducing negative environmental effects (Gossling et al., 2012).

In 1992, the United Nations Conference on Environment and Development emphasised the importance of implementing visible eco-friendly initiatives, like solar panels and aerating shower faucets, to help hotels draw guests, lessen negative environmental effects, save money, and set an example for social revolution by going green (Ryan, 2002). To increase stakeholders' understanding of sustainability and shared responsibility, the Ministry of Tourism and the Eco Tourism Society of India (ESOI) have signed a Memorandum of Understanding. ESOI, which has organised workshops and awareness campaigns on this topic, is supported by the Ministry of Tourism of the Government of India. This committee was established in 2008 at the request of the Ministry of Tourism by eminent authorities from the tourism industry, the government, environmentalists, and conservationists (Ministry of Tourism, Annual Tourism Report 2017–18). It has been emphasised that the hotel industry uses natural resources and generates rubbish, placing a considerable burden on the environment. This industry has seen rapid growth over the previous 10 years. In order to compete in the modern market, the hotel industry has little choice but to concentrate on and adopt ecologically friendly practises. Customers frequently gave physical amenities like swimming pools and health clubs precedence over eco-friendly initiatives taken by hotels. In order to fulfil demand, customers must learn how to use resources efficiently, and hotels must install environmental safeguards in response to the growing demand for sustainable, green practises.