Going Green: A Study on Consumer Perception and Willingness to Pay towards Green Attributes of Hotels

Abstract

Going green has become a new trend for Indian consumers. The perception towards green environment gave birth to the new insight of consumers. This study is guided by four research questions: (1) Identifying perception of Indian consumers about green attributes of hotels, (2) Identifying willingness to pay (WTP) of Indian consumers for green attributes of hotels, (3) Identifying the difference between the family income and willingness to pay of Indian consumers towards green attributes of hotels, and (4) and identifying the relationship between the perception and willingness to pay of Indian consumers towards green attributes of hotels. The current study concluded that Indian consumers have a positive perception towards green products and services but positive perception of consumers does not have positive willingness to pay. Some Indian consumers are willing to pay for green products and services but many of them are not ready to pay an extra amount for the same. So it’s a big challenge for the hoteliers to come out with those green services which can attract consumers. Also, they should make aware about the usage of green services and its importance so that consumers can easily buy without any hesitation.