Indian Consumers’ Environmental Consciousness and Decision Towards Green Services of Hospitality Industry

Environmentalism has emerged as an important issue worldwide in the 21st century. The issues of environmental degradation and climate change show a critical challenge to sustainable development in India. Various green services initiated by the hospitality industry are being implemented which influence people to take environment-friendly decisions. Making consumers’ environmental conscious or aware could be one solution to the problem. Several research analysis is being undertaken by the business community and academicians to identify consumers’ behaviour while buying and using green products and services. However, this study aims to investigate Indian consumers’ consciousness towards the environment and impact on buying and using decisions towards green services of the hotel industry based on their awareness level. By using a questionnaire method and random sampling technique, a total of 463 responses were collected from the domestic tourists. The present study confirms that Indian consumers are environmentally conscious. The result has concluded that if Indian consumers are environmentally conscious (EC) then they would have a positive willingness to pay (WTP) and would have positive green acceptance behaviour (GAB). This resulted in increasing the consciousness of consumers and take a favourable decision towards green services of the hotel industry.