The Effect Of Environmental Value Toward Consumer Behavior on Green Hotel Practice: A Literature Review

Reagan Brian




As one of the tourism elements hotel have the most impact toward environmental. To cater consumer needs during their stay, hotel consumed huge amount of energy and natural resources and generate waste both liquid and solid. As a tourism amalgam this need to be solved, or at least there is an effort to reduce it. Green hotel pratice comes as one of solution to hotel impact toward environment that has been widely apply. There is much study about green hotel practice that has been done, especially in well develop countries. This study try to provide result study related to consumer behavior toward green hotel practice as a theoretical enrichment for future study. Most of the result shows that environmental awareness value have impact toward consumer responses toward green hotel practice. Consumer have no issues with simplified service in regards of green practice and they also willing to pay premium because of green practice. These result may be differ if the study held in Indonesia, since there are environmental awareness differences and different consumer behavior characteristics. Despite all of the results that may be differ, the hotel could do another environmental awareness act that have least impact on consumer.

Keywords: Environmental Awareness Value, Consumer Behavior, Consumer Intention, Consumer Preferences, Green Hotel Practice.

Full Text:




Baker, M. A., Weaver, P. A., & Davis, E. A. (2014). Eco-friendly Attitudes , Barriers to Participation , and Differences in Behavior at Green Hotels Eco-friendly Attitudes , Barriers to Participation , and Differences in Behavior at Green Hotels. Cornell Hospitality Quarterly, 55(1), 89–99.

Bohdanowicz, P. (2003). A Study of Environmental Impacts, Environmental Awareness and Pro-Ecological Initiatives in the Hotel Industry, Royal Institute of Technology, Stockholm.

Chen, R. J. C. (2015). From sustainability to customer loyalty : A case of full service hotels ’ guests. Journal of Retailing and Consumer Services, 22, 261–265.

Dimara, E., Manganari, E., & Skuras, D. (2015). Consumers ’ willingness to pay premium for green hotels : Fact or Fad ? Consumers ’ willingness to pay premium for green hotels : Fact or Fad ? Proceedings International Marketing Trends Conference.

Erdogan, N., & Baris, E. (2007). Environmental protection programs and conservation practices of hotels in Ankara , Turkey. Tourism Management, 28, 604–614.

Han, H., Hsu, L.J., & Lee, J. (2009). Empirical investigation of the roles of attitudes toward green behaviors , overall image , gender , and age in hotel customers’ eco-friendly decision-making process, 28(4), 519-528.

Han, H., Hsu, L.-TJ., Lee, J.-S dan Sheu, C. (2011). Are Lodging Customers Ready to go green? An Examination of Attitudes, Demographics, and Eco-friendly Intentions. International Journal of Hospitality Managemnt, 30(2), 345-355.

Johnson, M. (2011). Using the loyalty program to drive the customer experience. Retrieved from

Kang, K.H., Stein, L., Heo, C.Y., dan Lee, S. (2012). Consumer willingness to pay for gree initiatives of the hotel industry, International Journal of Hospitality Management, 31 (2), 564-72.

Lanjewar, J. (2015). Green Initiative by Hotels. Sai Om Journal of Commerce & Management, 2(1), 42–48.

Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A., & Z. A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy : Implications for competitive advantage and performance. Tourism Management, 35, 94–110.

Manaktola, K., & Jauhari, V. (2007). Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19(5), 364–377.

Millar, M., Mayer, K. J., & Baloglu, S. (2012). Importance of Green Hotel Attributes to Business and Leisure Travelers Importance of Green Hotel Attributes to Business and Leisure Travelers. Journal of Hospitality Marketing & Management, 21:4, 395-413.

Noor, N. A. M., Shaari, H., & Kumar, D. (2014). Exploring Tourists Intention to Stay at Green Hotel : The Influences Of Environmental Attitudes. The Macro Theme Review, 3(7), 22–33.

Rahman, I., Park, J., dan Chi, C.G.-C. (2015). Consequences of “Greenwashing”: Consumers’ Reactions to Hotel Green Initiatives. International Journal of Contemporary Hospitality Management, 27(6), 1054-81.

Stern, P.C., Dietz, T., dan Kalof, L. (1993). Value Orientations, Gender, and Environmental Concern. Environment and Behavior, 25(5), 322-48.

Suki, N.M., dan Suki, N.M. (2015). Consumers’ Environmental Behaviour Towards Staying at a Green Hotel: Moderation of Green Hotel Knowledge. Management of Enviromental Quality: An International Journal, 26(1), 103-17.

Teng, C.C., Lu, A.C.C., dan Huang T.Z.T. (2018). Drivers of Consumers’ Behavioral Intention Toward Green Hotels. International Journal of Contemporary Hospitality Management.

Teng, Y.M., Wu, K.S., Liu, H.H. (2013). Integrating altruism and the theory of planned behaviour to predict patronage intention of a green hotel. Journal Hospitality Tourism Res.

The Asean Secretariat. (2016). Asean green hotel standard.

Thompson, Z.G., dan Barton, M.A. (1994). Ecocentric and Anthropocentric Attitudes Toward the Environment. Journal of Environmental Psychology, 114, 149-57.

Zeithaml, V.A. (1988). Consumer Perceptions of Price, Quality, and Value: A means-end Model and Synthesis of Evidence. The Journal of Marketing, 2-22.

Zellman, J., (2011). Green Hotels: Ecofriendly Hotels must Strike a Balance. Retrieved from 〈〉 on July 25, 2017.

Zhang, J.J., Joglekar, N.R., & Verma, R. (2012). Exploring Resource Efficiency Benchmarks for Environmental Sustainability. Cornell Hospitality Quarterly, 53 (3), 229–241.

EPI Result. (2019, 2 Januari). Diambil dari



  • There are currently no refbacks.