Eco-Conscious Choices Investigating Consumer Willingness to Pay Premiums for Green Hotels

Abstract

This book chapter explores the modern phenomena of environmentally conscious consumer behavior in the hospitality sector, with a particular emphasis on consumers' willingness to pay more for stays at eco-friendly hotels. The chapter investigates the underlying motives, factors impacting decision-making processes, and the degree to which consumers prioritize environmental sustainability when choosing accommodation choices, drawing on a variety of empirical studies and theoretical frameworks. By means of an extensive examination and amalgamation of extant literature, the chapter provides discernment into the dynamic terrain of sustainable tourism and illuminates the ramifications for hoteliers, legislators, and proponents of sustainability who aim to encourage ecologically conscious methodologies within the hospitality industry.