Portal de Periódicos da CAPES

What Generation Y in Greece thinks about Green Hotels

2015; Emerald Publishing Limited; Volume: 11; Issue: 4 Linguagem: Inglês

10.1108/wjemsd-02-2015-0010

2042-597X

George Karavasilis, Dafni-Maria Nerantzaki, Panagiotis Pantelidis, Dimitrios Paschaloudis, Vasiliki Vrana,

Consumer Behavior in Brand Consumption and Identification

Purpose – Environmental awareness has significant impact on hotel selection. As hotel customers’ become more ecologically conscious tend to prefer hotels that have environmental policies in place. The purpose of this paper is to examine customers’ perceptions of what a green hotel should do or should be and exploring intentions to choose a green hotel. Design/methodology/approach – An empirical research study was conducted using an online survey. The questionnaire used investigates what a green hotel should do or should be environmental concerns, eco-friendly attitudes, eco-friendly activities, awareness, overall image, intention to pay more and intention to visit a green hotel. In total, 159 completed and usable questionnaires were received. Findings – Findings reveal that potential customers’ are highly environmentally conscious. However, they are not fully aware about green hotels and do not always intent to visit a green hotel, or are willing to pay more. Originality/value – Hotel customers’ perceptions towards intention to visit a green hotel are different among various ages and geographic locations. Thus, the study focuses on perceptions of Generation Y in Greece. Hotel managers should be aware of customers’ buying behaviour towards green practices and communicate more, green hotel practices.