Original scientific paper
https://doi.org/10.20867/thm.32.3.9
Hotel environmental practices and willingness to pay: The role of environmental concern and demographic moderators
Surabhi Gore
orcid.org/0000-0001-9260-0684
; Rosary College of Commerce and Arts, Navelim, Goa, India BBA Travel and Tourism
*
Semele Sardesai
orcid.org/0000-0001-6495-0062
; V. M. Salgaocar Institute of International Hospitality Education
* Corresponding author.
Abstract
Purpose – The study explores the relationship between hotel environmental practices,
environmental concerns (self, others, biosphere), and customer’s willingness to pay a
premium while also assessing the interactive effects of Age and Gender.
Design/Methodology/Approach – The research adopts a mixed-methods approach. Initially,
a qualitative exploratory study was conducted across six hotels in Goa, India, to assess the
adoption of green practices. Subsequently, a structured questionnaire was administered to
customers staying in these establishments. Structural equation modelling was performed
using IBM SPSS AMOS version 22. The study’s findings are interpreted through the lens of
diffusion of innovation theory.
Findings – Results indicate that environmental concern for self does not translate into
financial support for sustainable hotel practices. Consumers above 35 years are more willing
to pay for sustainable hotel practices. Younger men are less likely to pay a higher price for
hotels that follow sustainable practices than other groups.
Originality of the research – Previous research has evaluated environmental concern as a
single construct. This research contributes to the literature by disaggregating environmental
concerns into three distinct dimensions and analysing their influence on sustainable
consumption behaviour. The study also evaluated customer’s willingness to pay based on
demographic factors like age and gender
Keywords
Hrčak ID:
346819
URI
Publication date:
4.5.2026.
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