Topic > Consumer attitudes towards green practices in the hotel...

In this study, the first stated objective is to investigate consumers' attitudes towards responsible or green environmental practices in the hotel industry. Attitudes are how you set your 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 previous studies, consumer attitudes towards green practices are mostly positive, while many of the surveys from the previous study show a good reaction when asked about green or environmentally friendly practices. According to Tierney, Hunt, and Latkova (2011), consumers responded that it is essential for the travel industry to go green as they believe that children's futures depend on sustainability practices and the majority of consumers agreed that they are willing to pay an extra 10 percent for green practices. Research conducted by Rezai et al., (2013), indicates that more than half of consumers in Malaysia have heard of the green concept and most of them believe that going green can provide a better future for the planet, but they believe that going green is expensive. An article from The Star Online (2014) states that Malaysian travelers prefer green hotels stating that 60.64% of Malaysian travelers indicated that they prefer green hotels, while 42.8% are willing to pay US$10. to US$50 (RM33-RM163) more to stay at Green Hotel. 15.2% of Malaysians said they would be willing to pay more than US$50 (RM163), placing Malaysia third among Asian travelers willing to pay more for an eco-friendly hotel. Tierney et al., (2011) points out that more than half of consumers believe they can save money by traveling... middle of the paper... ver, with the presence of a minority of environmental skeptics, consumers are becoming aware and are starting to implement the green movement and are starting to positively accept the green practice in hotels as most of the consumers said that they are more likely to book the hotel with a responsible environmental attitude (Mensah, 2013). Overall, consumer attitudes towards green practices in hotels show positive acceptance among most consumers. They are gradually starting to become greener consumers and are still learning to become better consumers for a healthier world. Thomas Fuller quotes “All things hard before easy”, where it may be difficult to be a green consumer at first, but with the positive acceptance and awareness on the part of the consumer to go green from time to time, the attitude of Becoming a green consumer can be easily implemented in yourself.