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- Title
CONSUMER ATTITUDE TOWARDS GREEN HOTELS.
- Authors
Tariq, Shahzeb; Rais, Mohd. Irfan; Rashid, Mohammed
- Abstract
Consumer attitude combines cognitive information, beliefs, emotions, and behavioural intentions regarding a particular consumer product or service. Consumers' attitudes help marketers better understand how they perceive and what values and beliefs they hold towards an object. A few selected hoteliers no longer hold the hotel market; with an increasing footfall of consumers and consumers becoming extra demanding, marketers are becoming increasingly aware of consumer perceptions and attitudes. Hoteliers are adopting several promotional methods, and green marketing is one tool to attract environmentally conscious consumers. In this framework, an effort has been made in this study to investigate consumer attitudes towards green hotels in India. Green hotels are those hotels that have made essential adaptations and modifications in order to minimize their impact on the environment. Hotels that are adopting green marketing practices can be classified as green hotels. Consumers have different attitudes regarding different attributes of green hotels, and the overall attitude affects their decision toward green hotels. There are different types of models on consumer attitude that have several factors that influence consumer attitude. In this research, efforts have been made to understand better overall consumer attitudes towards green hotels with the help of Fishbein's multi-attribute model. The study is grounded on primary data collected through a structured questionnaire using convenience sampling with a sample size of 100 respondents. There are three sections in this paper. The first section is the respondents' demographic profile, the following section covers the relative importance of different attributes concerned with green hotels described through descriptive statistics, and the last section covers the relationship of green hotel attributes with different variables. The results are expected to provide an overall understanding of consumer attitudes towards green hotels.
- Subjects
INDIA; GREEN marketing; CONSUMER attitudes; CONSUMER goods; CONVENIENCE sampling (Statistics); HOTEL marketing; PERCEPTION (Philosophy)
- Publication
Aweshkar Research Journal, 2023, Vol 30, Issue 1, p56
- ISSN
0974-1119
- Publication type
Article