Manaktola

International Journal of Contemporary Hospitality Management
Exploring consumer attitude and behaviour towards green practices in the lodging
industry in India
Kamal Manaktola, Vinnie Jauhari,
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Vol. 19 Issue: 5, pp.364-377, doi: 10.1108/09596110710757534
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IJCHM
19,5 Exploring consumer attitude and
behaviour towards green
practices in the lodging industry
364
in India
Kamal Manaktola and Vinnie Jauhari
School of Hospitality & Tourism Management, Institute for International
Management & Technology, Haryana, India
Abstract
Purpose – The study seeks to explore the factors which influence the consumer attitude and
behaviour towards green practices in the lodging industry in India and also to explore the consumers’
intentions to pay for these practices.
Design/methodology/approach – A quantitative and qualitative research methodology using a
questionnaire along with secondary research has been proposed. A structured questionnaire has been
used using convenience-sampling techniques from National Capital Region in India. Correlation and
factor analysis has been used to explore consumers’ attitudes and behaviour towards green practices
in the lodging industry.
Findings – The consumers using hotel services are conscious about environmentally friendly
practices in India. They patronise the hotels that have adapted green practices though not
compromising on service quality. The consumers would prefer to use lodging that follows these
practices but are not willing to pay extra for these services. Indian hotels have the competitive
advantage over similar products if they follow green practices.
Practical implications – The hotels would have to invest in environmentally friendly practices and
look at long-term gains. The government needs to acknowledge and institutionalise the practice by
instituting rewards and offering benefits in taxes.
Originality/value – The paper attempts to bring out facts regarding customer buying behaviour
towards green practices in the Indian hotel industry. The resource scenario in India is grim with
regard to the water and sanitation. The tourism industry has a big responsibility in ensuring that
business models adopted are sustainable in the long run and hence the need to imbibe green practices
as a preferred business model.
Keywords Green marketing, Consumer behaviour, Hotel and catering industry,
Corporate social responsibility, India
Paper type Research paper
It has come to our attention that the paper “Exploring consumer attitude and behaviour towards
green practices in the lodging industry in India” by Manaktola, K. and Jauhari, V. published in
International Journal of the International Journal of Contemporary Hospitality Management, Vol. 19 No. 5 did not
Contemporary Hospitality reference two previous papers entitled “An analysis of the trade-offs and price sensitivity of
Management
Vol. 19 No. 5, 2007 European consumers to environmentally-friendly food and beverage packaging using conjoint
pp. 364-377 methodology” written by Sue Godfrey and “A survey of environmental management by hotels
q Emerald Group Publishing Limited
0959-6119
and related tourism businesses” written by E. Saskia Faulk which the authors drew upon
DOI 10.1108/09596110710757534 significantly in their research. The authors sincerely apologise for this oversight.
Introduction Green practices
In the increasingly competitive environment, hotels must make an attempt to attract in the lodging
business from markets that are pro-green practices. The “green” hotel business is a
growing niche because not only do these establishments differentiate themselves from industry
the similar non-green hotels, but they also fulfill a need in the market for less
environmentally damaging hotels. Eco-friendly hotel and green hotel are the terms that
refer to a lodging establishment that has made a commitment to various ecologically 365
sound practices such as saving water, saving energy, and reducing solid waste (www.
hometravelagency.com).
As people are becoming more aware of the damage caused on the environment by
regular business activities, it has become increasingly obvious that the hotel industry
does more than its share in harming and wasting environmental resources. As a result,
more and more guests are looking for hotels following practices to protect
environment. Becoming a green hotel can be the foundation for a great marketing
strategy, and the first step in marketing is providing consumers with what they want
or need. A growing consumer base exists for green hotels, and marketing the green
practices of a hotel can help to position it distinctly in the market place.
Previous research has indicated that customers would choose an eco-friendly hotel
over a standard hotel if they were deciding between two otherwise similar
establishments. If the hotel is a desirable place to stay, it will attract the usual range of
customers plus those who will specifically seek out the hotel for its environmentally
sensitive practices. A very limited research documented on Indian hospitality industry
has prompted the authors to identify customer’s behavior towards eco-friendly
hospitality lodging practices.
Objectives
The paper assesses the factors contributing to consumers’ attitude and behavior
towards green hotels. The study also tries to assess whether the consumers are willing
to pay for hotels that engage in green practices. The study assumes importance, as the
environmental initiatives result in cost savings for the hotel but lack of awareness on
the same may reflect in hotel’s expectation to charge for such initiatives from the
consumer. The study brings in insights on consumer dynamics on green practices in
lodging industry in India.
Literature review
Consumers make product choices based on which combination of product attributes
best meets their needs based on dimensions of value, cost, and prior satisfaction
(Kotler, 1997). Product attributes considered may be either core attributes that deliver
basic benefits sought by customers, or auxiliary or peripheral attributes that provide
supplementary benefits and are important for providing added-value and
differentiation (Zikmund and d’Amico, 1993; Fuller, 1999).
From a customer’s perspective, the hospitality product consists of core attributes,
which include its functional performance and nonessential attributes that deliver
secondary benefits, which includes its environmental performance. Environmental
performance may relate to the product itself or an aspect of it, like water disposal or use
of alternate source of energy and may provide an opportunity for product
differentiation.
IJCHM Some authors suggest that since the satisfaction of wants tends to ignore the
19,5 long-term best interests of society and the environment, within the context of
sustainability the “needs” and “wants” of consumers need to be reconsidered
(McDaniel and Rylander, 1993). “The societal marketing concept holds that the
organization’s task is to determine the needs, wants, and interests of target markets
and to deliver the desired satisfactions more effectively and efficiently than
366 competitors in a way that preserves or enhances the consumer’s and the society’s
well-being” (Kotler, 1997, p. 27).
It is difficult to find a hospitality product that is 100 percent
environmentally-friendly. Specifically, it looks at meeting consumer expectations for
environmental products and the importance of satisfying consumer needs so that the
product is purchased and the environmental benefit realized.
Products are defined as “environmentally-friendly” if in some way they aim at
reducing a product’s negative environmental impact. This is usually specified as
providing measurable improvements throughout the entire product lifecycle (Hindle

et al., 1993; Pujari and Wright, 1996, 1999). This may be due to a technology or process
change with development of “cleaner” and more efficient technologies. It may also be
that the product or aspects of it are recyclable, biodegradable, or designed for reuse,
remanufacture or repair, or disposability. It may also be reflected in the choice of raw
materials, the production of waste, how the product is used, the means of disposal, the
amount of pollution it generates, and in its health and safety measures (Shrivastava,
1995a). The environmental benefit, whether source reduction, pollution prevention,
energy conservation, product-life extension and so on, may vary in significance and be
either more, or less.
Many environmentalists trace the “Green” lifestyles to the moment when the space
programme gave us the first view of the Earth from space. Some conclude that it was at
this point all were fully aware of the fragility of the planet. With the passage of time the
knowledge of the individuals enhanced, which made them more aware that life on this
planet was special and worthy of it being conserved. In the last two decades the
concern for environment has raised spreading awareness among all. This is the result
of terms like “Ozone depletion”, “Greenhouse effect” and “Acid rain”, coming to surface
and the increase in the level of awareness all over (Walker, 2000).
The environment is the major recipient of negative impacts created by the
construction and operation of hotel and facilities. The success of tourism, as well as the
hotel industry, largely depends on the availability of a clean environment. Hotels
situated in a particular environment consume various recyclable and non-recyclable
natural resources pertinent to that environment. On consumption of resources due to
their usage, different types of solid, liquid and gaseous emissions and discharges are
released from the hotel premises. Hotels operate in different environment from metro
cities, beach resorts, etc. While operating in such a variety of environments, various
resources are consumed. Consumption of environmental resources in an unbalanced
manner creates overburden on the supporting environment.
Traditionally, the concept of “green marketing” seemed to be the one associated
with hype and exaggerated claims about a product’s environmental impact instead of
the positive information related to the products. Peattie (1995) and Welford (2000)
define it as the management process responsible for identifying, anticipating and
satisfying the requirements of customers and society, in a profitable and sustainable
way. Ecotourism in the Indian context has significant implications for nature and Green practices
culture conservation and rural livelihood. Increasing environmental responsibility in the lodging
stimulates implementation of environmental management in hotel industry.
Nevertheless, it appears that environmental performance of Indian hotel industry is industry
well below international practice.
Environmental issues have become central to competitive success in tourism
destinations and firms worldwide and thus must be of relevance for Indian hotels. To 367
achieve general and environmental competitiveness on a global tourism market, Indian
hotels must increase their environmental performance to satisfy environmental
requirements of its target markets. According to Foster et al. (2000), the hospitality and
tourism industry is under pressure to become more environmentally friendly from the
following forces:
.
consumer demand;
.
increasing environmental regulation;
.
managerial concern with ethics;
.
customer satisfaction;
.
maintenance issues related to the physical plant; and
.
the need for aesthetics.
Roarty (1997, p. 248) discussed two others that should be added as factors exerting
pressure for change: the increase in influence of the “green” investor including banks
that want to limit exposure to environmental risk, and the “disproportionate influence
on consumer behavior” of environmental pressure groups.
In the hospitality and tourism industry literature on the subject of environmental
management, environmental pressures for change are often cited, but most emphasis is
placed on reducing costs and saving resources to abate future cost issues. This is
evident in hotel press releases, corporate communications, and functional publications
by the International Hotels Environment Initiative in 1993 and 1995), Kirk (1997),
Middleton and Hawkins (1998), Green Globe (1994), Forte (1994), Ton et al. (1996),
among others. The emphasis on cost issues by the hospitality and tourism industry, an
issue not so visible in academic studies, may be due to the obsession with high fixed
costs and low return on investment typical of this industry.
The tourism industry was originally spared the scrutiny focused on the
“smokestack” industries. However, all eyes are today on tourism and its
environmental impacts. According to the WTTC (1999, 2000) the tourism industry is
the world’s biggest industry, directly creating 200 million jobs worldwide and
accounting for 11 percent of the world’s GDP. With a growth rate of approximately 6
percent per year, it is also one of the fastest growing industries (Mathieson and Wall,
1996). Tourism is increasingly considered an engine for economic development
(Gartner, 1996). Also, tourism is growing fastest in the developing world and accounted
for 30 percent of international arrivals in 1998. This is of importance because it is in
those regions where governments may not have the means – or the priorities – to
regulate and enforce legislation for environmental protection as tourism develops.
It is well documented that for environmentally-friendly products to be considered in
consumers choice or purchasing repertoire they need to perform satisfactorily to
conventional products and attain consumer acceptance on key attributes such as
IJCHM functional performance, quality, convenience and price (Ottman, 1995; Schlegelmilch
19,5 et al., 1996; Wong et al., 1996; Roy, 1999).
Some authors have suggested that the failure to reassure consumers on the
product’s functional performance was partly attributable to the early “failure” of many
environmentally-friendly products (e.g. Davis, 1993; Ottman, 1999). Although it has
been found that some consumers may, for example, accept a lower functional
368 performance in order to buy a product that delivers environmental benefits, the
environmental benefit in itself is neither the primary benefit sought nor the primary
motivation for purchase (Speer, 1997; Ottman, 2001). As Wong et al. (1996) observed:
“‘Green’ is seldom the over-riding determinant of product or brand choice but just
another benefit or attribute that adds value, usually a ‘feel good’ factor to the overall
product” (Wong et al., 1996, p. 269). Some marketers appear to have overlooked this
and assumed that an environmental positioning alone was sufficient to guarantee
product success (Ottman, 1995).
Product performance appears to play a key role in influencing consumer adoption

and retention of environmental products. So, when there is consumer skepticism of the
relative performance of environmental products or a performance gap exists (i.e.
consumer expectations of the product’s performance have not matched up to the in-use
experience), this may strongly influence the product’s acceptance (Wong et al., 1996).
Product differentiation has proven to be a successful competitive strategy (Porter,
1998) that may also be applied within the environmental context (Hart, 1997;
Reinhardt, 1998). For example, the product’s success may depend on the choice of
product positioning, product attributes, and/or packaging needed to create
differentiation. But, it may also depend on the product’s environmental benefits
(Leigh et al., 1988; Shrivastava, 1995b).
Situations in which two products are perceived as equal on all aspects except that
one is superior in its environmental performance, environmental benefits may
determine consumer preference and choice (Kardash, 1974; Ottman, 1992, 1998). This
may be particularly important as a differentiation strategy for markets where it is
increasingly difficult for brands to differentiate themselves (Christensen, 1995), or in
mature markets where there is intense competition (Menon et al., 1999b). The product’s
environmental performance may then provide a distinct point of difference and
influence consumer choice.
Consumers may be willing to purchase environmentally-friendly products but are
faced with constraints or conflicts that create a resistance to adopting
pro-environmental behaviour. For example, consumers may want to be
environmentally responsible but still want to maintain their existing life-style
(Schwartz, 1990; McDaniel and Rylander, 1993). They may not be prepared to sacrifice
convenience (Simon, 1992; Stern, 1999), accept lower performance levels, or pay a price
premium (Peattie, 1999b). Based on Ajzen’s (1988) theory of planned behaviour
consumers’ environmental purchasing intentions and behaviour may be influenced by
a number of factors, such as the individual’s knowledge and motivation, the ability to
perform the behaviour and the opportunity to behave in an environmentally-friendly
way (Pieters, 1989; Ölander and Thøgersen, 1995).
Some authors suggest that companies charge a premium for environmentally
friendly products in order to recover addition costs incurred in the production,
marketing and disposal. This may include the initial set-up costs of new or alternative
more environmentally-friendly production processes and distribution; the cost of Green practices
product recapture, remanufacture and reuse; or to recover the indirect costs of not (at in the lodging
least initially) achieving economies of scale (Wong et al., 1996; Fuller, 1999; Peattie,
1999a, b). industry
For consumers who are more receptive to environmental products and purchase
them through choice, there may be a segment that are willing to pay more for the
environmental benefit. But, whilst some authors suggest that consumers are 369
willing-to-pay more for an environmentally-friendly products (Kassarjian, 1971;
Freeman, 1989; Klein, 1990; McCloskey, 1990; Kapelianis et al., 1996; Laroche et al.,
2001), others suggest otherwise (Wood, 1990; Simon, 1992; Sims, 1993). Marketplace
examples also suggest that in reality consumers are not always prepared to pay the
premium prices suggested by research (Fuller, 1999). Although our knowledge about
consumers’ acceptance of paying a higher price for environmentally-friendly products
appears to be inconsistent and inconclusive, it has often been found that consumers
will pay on average around 5 percent more (Schwartz, 1990; Kapelianis et al., 1996;
Speer, 1997).
There also appears to be a group of consumers who willing- to-pay significantly
more than 5 percent for environmental benefits (Reinhardt, 1998). And, it may be as
much as 20 percent or more (Roper Organization, 1990; Roper Starch Worldwide, 1997).
This may occur when the environmental benefits are perceived to create private
benefits from which the consumer either exclusively, or directly and personally
benefits from, rather than public goods that benefit society as a whole (Ottman, 1992;
Gallagher and Kennedy, 1997; Marcus, 2001).
Proposed hypotheses
Based on the review of literature, the following hypotheses are proposed:
H1. A positive attitude towards green practices in the lodging industry leads to a
positive behaviour towards choosing to stay in a hotel that adopts such
practices.
H2. There is no relationship between a positive consumer attitude towards green
practices and willingness to pay for the same.
H3. There is a no relationship between positive consumer behaviour towards
green practices and willingness to pay for the same.
Methodology
The study has been carried out in National Capital Region of Delhi, Gurgaon and Noida
on a sample size of 66 respondents. The study uses a structured questionnaire, which
has been developed to study the attitude and behaviour of consumers on green
practices. The questionnaire was pre-tested with a sample of 15 respondents and minor
modifications were made in the questions wherein the statements were ambiguous.
The convenience sampling was used to overcome the constraints of time and budgets.
The study has used a structured questionnaire that measures the following aspects:
Consumers attitude towards green practices, consequent consumer behaviour to stay
at green hotels based on attitude towards the green hotels. The consumers’ willingness
to pay for the hotels which follow environmental practices has also been assessed in
the questionnaire. The last section measures the demographic profile of the consumers.
IJCHM The data was collected using Likert scale so that multivariate analysis could be
19,5 conducted.
Profile of the sample

The demographic profile of the sample is as follows:
370 There is a good spread of respondents across various categories of age in the
sample. Of the respondents, 75 percent are above 26 years of age, which reflects
appropriateness of the sample as they have the paying capacity. The educational
profile indicates that 96 percent of the respondents have a post graduate qualification.
About 51 percent of the respondents are working either in the private or public sector
or as professionals. Of the respondents, 28 percent are self-employed. Out of this
sample, 36 percent of the respondents spend three to five nights in a hotel per month
for business purpose. Another 22 percent of the sample spends six to five nights per
month in the hotel. The statistics indicates that 13 percent respondents stay in luxury
hotels, 39 percent stay in high end hotels, 25 percent stay in economy hotels, 15 percent
stay in resort hotels. Of these respondents, 80 percent stay as nuclear families, 24
percent have three members in their family while 40 percent has a family size of four. A
total of 40 percent of the sample has salary of less than Rs.3 lakhs while 60 percent has
more than Rs. 3 lakhs as monthly income.
Findings
The study has the following findings:
Consumer attitude towards expectations on use of green practices in the lodging industry
A number of factors were used to assess the expectations of the consumers on the use
of green practices in the lodging industry. It was found that the 12 variables used to
understand the consumer attitude got reduced to a single factor (eigen value was 4.2),
which explained 85 percent variance.
The factor loadings are depicted in Table I.
Table I indicates that consumers expect tangible demonstration towards green
practices in India. The variables which contribute significantly are highlighted in the
Table I. The following variables are significant contributors to the consumer attitude
towards green practices: Visible communications about green practices to guests,
shareholders, vendors and the public; participation in an environmental partnership or
certification program such as ISO 9000; establish recycling program for materials in all
sections of the hotel; offer a linen re-use option to multiple night guests; provide
environmentally friendly products (i.e. low toxicity, organic or locally from/made) and
encourage business with environment friendly service providers (i.e. renewable energy,
integrated pest management, alternative fuel vehicle).
The implication for the above factors is that consumers look for tangible
demonstration of a firm’s commitment towards the green practices. The right kind of
awareness demonstrated by the actions taken by the lodging firm are important. It also
implies that provision of environmental friendly services and visible steps to conserve
the resource and forging alliances with eco-friendly suppliers infuse higher degree of
confidence in consumers.
Green practices
Variable Factor loadings
in the lodging
Train employees for better environmental 0.46 industry
performance
Have visible communications about green practices 0.68
Participate in environmental partnership or 0.69
certification 371
Use sensors or timers to save electricity in 0.53
intermittent use areas
Establish active recycling program for materials in 0.60
all sections of the hotel
Establish system for prompt disposal of packaging 0.40
materials and crates to reduce wastage
Utilise environmentally responsible cleaners 0.54
throughout the property
Having energy-saving light bulbs in all rooms 0.55

Offer a linen reuse option to multiple night guests 0.66
Have an active system to detect and repair water 0.56
leakage in toilets, faucets and shower heads Table I.
Provide environmentally friendly products (i.e. low 0.63 Factor loadings for
toxicity, organic or locally grown/made) consumer attitude
Encourage business with environmentally friendly 0.71 towards green practices
service providers in the lodging industry
Consumer behaviour towards green practices in the lodging industry in India

As far as behaviour intention is concerned, when factor analysis was done for the 12
variables which could influence a consumer to stay in the hotel, the following two
factors emerged with eigen values of 3.2 and 1.0 respectively. The first factor explains
75 percent of the variance and both the factors explain 100 percent of the variance
(Table II).
The implication of the above findings is that a firm’s visible subscription to ISO
9000 or environmental partnership and training imparted to employees could influence
a consumer’s to stay in the environmental friendly hotel. The second factor comprised
a waste disposal and active system installed to check leakages in the property. So the
Behaviour variable Factor loadings for factor 1 Factor loadings for factor 2
1 0.71 – 0.4
2 0.58 0.26
3 0.75 0.04
4 0.46 0.12
5 0.10 – 0.28
6 0.52 0.41
7 0.56 0.00
8 0.37 – 0.37 Table II.
9 0.47 0.02 Factor loadings for
10 0.41 0.40 consumer behaviour
11 0.51 0.39 towards green practices
12 0.36 0.12 in the lodging industry
IJCHM consumer looks for actual evidence of serious commitment to an environmental cause
19,5 before deciding to stay in the hotel.
The factor analysis about awareness on environmental factor indicates a that
positive disposition towards environment positively influence all the components of
environmental consciousness such as energy efficiency and conservation, solid waste
minimization, purchase local products, water conservation and environmental
372 purchasing.
The broad consumer behaviour regarding the choice of environment friendly
lodging hotel is that that only 22 percent of respondents deliberately seek such
information and use it in taking hotel decisions. Of the respondents, 55 percent pay
attention to environmental initiatives, 23 percent do not bother about such information.
This implies that majority of the respondents are favourably disposed towards the
green practices adopted by the lodging industry. This finding also implies that if two
firms offer similar service levels, a firm that is environmentally friendly would score
over the other firm. So at an aspirational level, the consumers are conscious about
concern for the environment and resources.
Relation between consumer attitude and behaviour towards green practices in lodging
industry
The results indicate that there is a significant relationship between the consumer
attitude and behaviour towards green practices in the hotel industry. So the first
hypothesis stands supported. The second two hypothesis are also found to be
statistically supported as the correlation results indicate that a positive attitude or
behaviour towards green practices does not result in a consumer paying for the same.
This has policy implications which have been documented at the end of the paper.
Who should pay for imbibing green practices?

When it comes to paying for green practices adopted by the lodging industry, it has
been found that 33 percent of the respondents feel that environmental costs should be
shared by the consumer and the hotels while 52 percent of the respondents feel that
hotels should absorb the cost. Just 15 percent of consumers are willing to pay for
environmental initiatives. The implication is that majority of the consumers feel that
the hotels themselves should invest in environmental practices. Though these steps
would mean incurring short term expenditure but in the long run the firms will reap
dividends on account of a preference by consumers for an environmental friendly hotel.
How much are consumers willing to pay?

Out of the consumer sample that was willing to pay for green practices, 11 percent are
willing to pay to a tune of 25 percent of the costs, 40 percent feel hotels should pay 50
percent to 100 percent of the costs and 40 percent feel that they could pay 4-6 percent
more while staying at green hotels.
The implication is that despite positive behaviour, the majority of consumers are
not willing to pay for such practices adopted by the hotel. The hotels would have to
invest in such practices keeping in mind the long-term advantages that may accrue to
them. The 40 percent of the respondents who are willing to pay for such practices were
willing to contribute to an extent of just 4-6 percent but they have added expectation
from the marketer, which is addressed below.
Should staying in a green hotel be rewarded? Green practices
Of the respondents, 71 percent feel that they should be awarded more frequent guest in the lodging
reward points. The consumers expect rewards for patronising such hotels that adopt
green practices. industry
To conclude, the consumers are becoming aware of the benefits of engaging in
environmental friendly practices in the lodging industry. The positive attitude towards
the green practices has a strong relationship with positive behaviour on green 373
practices. However, both the positive attitude and behaviour does not translate into the
willingness to pay for the same.
Policy implications
The environmental concerns are increasingly becoming important. The situation of
fresh water and sanitation in India is alarming. Excess consumption puts a strain on
the resources for the tourism industry specially hotels. The firms should build up
scenarios for future growth and consequent resource needs. Depleting water table in
most parts of India would be a grave concern in near future. So the hotels would need to
plan for resource limitations and would have to account for the same. As the study
points out that the majority of the consumers are not willing to pay for such
environmental friendly practices despite a positive disposition towards the same. Only
40 percent are willing to pay to a tune of 4-6 percent. A lodging firm needs to look at
long-term benefits emanating out of a conservative use of resources. The government
could pass some of the benefits for initial two to three years for expenditures incurred
on energy saving devices and measures. A higher tariff for commercial use of water
and recycling water should be mandated by law to implement such measures seriously.
The hotels could play a big role in creating awareness and educating consumers the
merit for conservation of resources. A public campaign that strikes an emotional chord
with consumers as it has done for “Incredible India Campaign” to promote tourism in
India, would create a big impact. This has to be taken up as a national strategy for
ensuring better resource availability for generations to come.
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About the authors Green practices
Kamal Manaktola is MA Public Administration, MHCIMA (UK), Diploma in Hotel Management
PGDTD, Certified Master Trainer. He has been trainer in the hospitality industry for over 30 in the lodging
years. He holds degrees/diploma in hotel management, public administration and training and industry
development. He was the Deputy General Manager (HRD) at the Manpower Development Centre
at ITDC for over five years. Kamal Manaktola has worked as a training specialist with European
Commission funded South Asia project. He has extensive experience of working in managerial
positions at various hotel properties in India and has conducted training programmes for over 377
1,200 hospitality and tourism executives. He has, to his credit, a number of certificates for
completing professional programmes conducted by Cornell University, USA, American Hotel &
Motel Association, TMI Denmark, APO-Japan and ISTM-Government of India. Currently, he
holds the position of Head of School, School of Hospitality and Tourism Management at IIMT
Gurgaon. Kamal Manaktola is the corresponding author and can be contacted at:
kamal@iimtobu.ac.in
Vinnie Jauhari is MSc (Hons) in Electronics from Panjab University, Chandigarh and MBA
(Gold Medalist) (Marketing). She received her PhD on Corporate Entrepreneurship from IITD
and her Post-Doc from the United Nations University, Tokyo in the area of Technology and
Society. She has worked at IILM before she joined Institute for International Management and
Technology as Associate Professor and Associate Dean. Dr Jauhari is currently Professor and
The Head of the School of Management & Entrepreneurship at IIMT. She is also the founding
editor of the Journal of Services Research, has over 45 publications in National and International
Journals and has also authored books on business strategy and services management. Her area
of expertise is Corporate Entrepreneurship, Strategic Management, and Technology and
Marketing.
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expertise in the area of Hospitality Operations and Revenue Management and has explored Environment
Management and pedagogical concerns in higher education. She has completed full time MSc in
Hospitality Administration from IHM Pusa, Delhi. She secured first position in All India Final
Examination for MSc Hospitality Administration and was awarded Gold Medal. She has also received
Certificate of Excellence from Ministry of Tourism. She has published research papers in International and
National Journals and has contributed various chapters in books. Her research interests lies in Corporate
Social Responsibility, Environment Management, concerns in hospitality education and contemporary
issues in hospitality industry. In addition to her academic qualifications, she has over seven years of mixed
experience in operations as well as administration. After qualifying MSc in Hospitality Administration,
she was recruited as an HR Executive in Radisson Hotel, Delhi where she was handling recruitments,
induction and remuneration analysis. She has also worked with Hotel Imperial and Hyatt Regency,
Delhi in the various departments of rooms division. RishiMeghna Meghna Rishi Meghna Rishi is an
expert in the area of marketing and communication management and has been previously associated
with the radio, print and retail industry. She was earlier associated with the Entertainment Network
India Limited (Radio Mirchi) in the sales and marketing team. She has also been involved with market
research with the worlds biggest advertising agency JWT, New Delhi. In the retail sector, she has assisted
brands in revamping their retail design strategy to synergize the same with their branding strategies.
She is a Gold Medallist in English Literature (Hons.) from Rajasthan University and has completed
her PhD in the area of Internet Advertising from Rajasthan University. She publishes internationally
as well as in National Journals. She is an active member of review panels for International Journals and
Conferences and is on the Editorial Board of International and National Journals. She has contributed
various chapters in books and has also contributed for the text books being used for postgraduate
students perusing a degree in mass communication. Her research interests lie in the area of advertising
and marketing, the entertainment and media industry, corporate social responsibility and hospitality
management. ShuklaRati Rati Shukla Rati Shukla is an Assistant Professor in IIMT-OBU, Gurgaon is
an expert in the area of Business Law and Management. She has a Master's in Business Administration
from Nagpur University and Bachelors in Commerce from Allahabad University. She has an experience
in teaching for around five years and prior to teaching she possesses industry experience. She worked
with HDFC bank operations for a year before joining academics. She has published research papers in
International and National Journals. She has explored the areas of environment management, hospitality
management and tourism, pedagogical challenge in higher education, emerging technologies in service
industry in research. Institute for International Management and Technology, Gurgaon, India . 2011.
Green management and environmental sustainability: a case of ITC Green Center. Emerald Emerging
Markets Case Studies 1:2, 1-13. [Abstract] [Full Text] [PDF]
184. Maliha Zaman, Claire A. Simmers, Murugan Anandarajan. 2011. Using an Ethical Framework to
Examine Linkages Between “Going Green” in Research Practices and Information and Communication
Technologies. International Journal of Social and Organizational Dynamics in IT 1:2, 26-45. [CrossRef]
185. Heesup Han, Yunhi Kim. 2010. An investigation of green hotel customers’ decision formation: Developing
an extended model of the theory of planned behavior. International Journal of Hospitality Management
29:4, 659-668. [CrossRef]
186. Nelson BarberWhittemore School of Business, University of New Hampshire, Durham, New Hampshire,
USA. 2010. “Green” wine packaging: targeting environmental consumers. International Journal of Wine
Business Research 22:4, 423-444. [Abstract] [Full Text] [PDF]
187. Yunhi Kim, Heesup Han. 2010. Intention to pay conventional-hotel prices at a green hotel – a modification
of the theory of planned behavior. Journal of Sustainable Tourism 18:8, 997-1014. [CrossRef]
188. Franziska Schubert, Jay Kandampully, David Solnet, Anna Kralj. 2010. Exploring consumer perceptions
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189. Sukhbir Sandhu, Lucie K. Ozanne, Clive Smallman, Ross Cullen. 2010. Consumer driven corporate
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green hotels: how a hotel's green image can influence behavioural intentions. Journal of Sustainable Tourism
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191. Leonard A Jackson. 2010. Toward a framework for the components of green lodging. Journal of Retail
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to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management 31:3,
325-334. [CrossRef]
193. Rachel DoddsTed Rogers School of Hospitality and Tourism Management, Ryerson University, Toronto,
Canada Jacqueline KuehnelJK Consulting Enterprises, Toronto, Canada. 2010. CSR among Canadian
mass tour operators: good awareness but little action. International Journal of Contemporary Hospitality
194. Rachel Dodds, Sonya Rita Graci, Mark Holmes. 2010. Does the tourist care? A comparison of tourists
in Koh Phi Phi, Thailand and Gili Trawangan, Indonesia. Journal of Sustainable Tourism 18:2, 207-222.
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195. Heesup Han, Li-Tzang (Jane) Hsu, Jin-Soo Lee. 2009. Empirical investigation of the roles of attitudes
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process. International Journal of Hospitality Management 28:4, 519-528. [CrossRef]
196. Elisabeth Robinot, Jean-Luc Giannelloni. 2009. Attitude toward Environmentally Friendly Hospitality
Management: A Measurement Scale. Recherche et Applications en Marketing (English Edition) 24:2, 29-50.
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197. Chao-Jung Chen, Miyoung Jeong. 2009. Students' Perspectives of Environmental Education Needs in
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198. Leonard A. Jackson, Nan Hua. 2009. Corporate Social Responsibility and Financial Performance: A
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199. Dallen J. Timothy, Victor B. TeyeAccommodations and the Green Movement 81-99. [CrossRef]
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201. Saurabh GuptaGreen Practices in Restaurants: 215-224. [CrossRef]
202. Maliha Zaman, Claire A. Simmers, Murugan AnandarajanUsing an Ethical Framework to Examine
Linkages Between “Going Green” in Research Practices and Information and Communication
Technologies 243-262. [CrossRef]
203. Neeti Kasliwal, Srishti AgarwalGreen Marketing Initiatives and Sustainable Issues in Hotel Industry
197-214. [CrossRef]

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International Journal of Contemporary Hospitality Management

providing measurable improvements throughout the entire product lifecycle (Hindle

Product performance appears to play a key role in influencing consumer adoption

Profile of the sample

Having energy-saving light bulbs in all rooms 0.55

Consumer behaviour towards green practices in the lodging industry in India

Who should pay for imbibing green practices?

How much are consumers willing to pay?

Kirk, D. (1997), Environmental Management for Hotels, Butterworth-Heinemann, Oxford.

Pujari, D. and Wright, G. (1996), “Developing environmentally-conscious product strategy

To purchase reprints of this article please e-mail: reprints@emeraldinsight.com

Pacific Journal of Tourism Research 21:1, 20-56. [CrossRef]

Gauteng. Urban Forum 23:3, 391-407. [CrossRef]

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