Customer Reactions To Green Hotels

3.
0 CUSTOMERS REACTIONS TOWARD GREEN HOTEL

3.1 Positive Reactions of Consumers
Consumers who had extensive general knowledge on eco-environment were supportive
toward the green practices in hotels. Study by Cometa (2012) also supported that consumers
with stronger beliefs about environmentally friendly practices were more likely to value
green hotel practices as well as had more positive reactions towards willingness to pay and
willingness to stay in green hotels. This was because consumers had clear and specific
insights of what a green hotel should have or should be. Consequently, consumers liking and
perceived effectiveness for some green practices adopted in green hotels indicated a strong
supportiveness. Ogbeide (2012) also found that the consumers overall image of green hotels
were positively related to revisit intention.
In addition, the influence of environmental concern can upsurge customers positive reactions
toward their decisions in choosing a hotel. For instance, they prefer to pay more at a green
hotel if it has positive image and adopt environmental friendly practices such as sheet reuse
programs followed by occupancy sensors, key cards to turn power on and off to the room,
energy saving bulbs in the sleeping area and bathrooms, recycling bins and low water flow
button for toilets (Cometa, 2012). Moreover, some customers readily accept minor
inconveniences to partake in green initiatives because the purchasing behaviour has become
more responsible in relation to the environment (Lee, Jai, & Li, 2016).
Besides that, there were also positive reactions from consumers who supported green hotels
contribution to the environment as the primary benefit of their staying in a green hotel. The
examples of green hotel benefits were the less environmental impact compared to
conventional hotels, produce less pollution, save energy, efficient usage of resources that
reduce wastage. These positive reactions can be shown by both group of consumers who are
more knowledgeable or less knowledgeable on eco-environment because they also believed
that the benefit of their staying in a green hotel was to uplift their living standards and health
conditions apart from environmental protection (Han & Chan, 2013).
3.2 Negative Reactions Consumers
Han & Chan (2013), have indicated the most frequently shown negative reactions by
consumers toward green hotel activities were the quality of service and the cost effectiveness.
Consumers perceived that green hotel practices were just window dressing or just excuses
for higher price. Moreover, undesirable reactions occur when consumers who support
environment practices but unfortunately had to compromise the quality of service such as
poor cleanliness and low comfort level in green hotels. According to Rahman, Christina, &
Chi (2015), green hotel initiatives that require consumers involvement and sacrifice of
comfort, without incorporating green practices holistically throughout might make consumers
unconvinced more easily. This may create the tendency to switch availability of cheaper
alternatives which are the conventional hotels. Supported that some consumers may prefer to
be environmentally responsible but still prefer to maintain their existing life-style. They may
unlikely to sacrifice convenience, availability, price, quality and performance levels of green
hotels (Manaktola & Jauhari, 2007).
Besides that, consumers welcomed environmental publicity in green hotels. However,
consumers often revealed negative attitudes and purchase intentions toward greenwashed
advertisements which were deceptive. Consumer reactions to greenwashing advertisements
negatively affected their green trust and also led to consumers confusion and scepticism.
Hence, sceptical consumers were unlikely to partake in the green practice and to revisit the
hotel in the future (Rahman, Christina, & Chi, 2015). Apparently, this is a threat to
environmental concern and the pathway of making credible green marketing advertisements
and claims are full of challenges for green hotels (Punitha, Aziz, & Rahman, 2016).

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0 CUSTOMERS REACTIONS TOWARD GREEN HOTEL

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