Green Accounting 1

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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IJCHM
19,5
and behaviour towards green
practices in the lodging industry in
India
364 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.
International
Journal of Design/methodology/approach – A quantitative and qualitative research methodology using a
Contemporary questionnaire along with secondary research has been proposed. A structured questionnaire has been
Hospitality
Management used using convenience-sampling techniques from National Capital Region in India. Correlation and
Vol. 19 No. 5, factor analysis has been used to explore consumers’ attitudes and behaviour towards green practices in
2007 pp. 364-
the lodging industry.
377 q Emerald
Group Findings – The consumers using hotel services are conscious about environmentally friendly practices
Publishing
Limited 0959-
in India. They patronise the hotels that have adapted green practices though not compromising on
6119 service quality. The consumers would prefer to use lodging that follows these practices but are not
DOI 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
10.1108/09596110710757534
the International Journal of Contemporary Hospitality Management, Vol. 19 No. 5 did not
reference two previous papers entitled “An analysis of the trade-offs and price sensitivity of
Exploring European consumers to environmentally-friendly food and beverage packaging using conjoint
methodology” written by Sue Godfrey and “A survey of environmental management by hotels
consumer and related tourism businesses” written by E. Saskia Faulk which the authors drew upon
significantly in their research. The authors sincerely apologise for this oversight.
attitude
Green practices
in the lodging
industry
Introduction
In the increasingly competitive environment, hotels must make an attempt to attract
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
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).
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19,5
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.
Some authors suggest that since the satisfaction of wants tends to ignore the 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
Green practices
in the lodging
industry
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 culture conservation
and rural livelihood. Increasing environmental responsibility stimulates
implementation of environmental management in hotel industry. Nevertheless, it
appears that environmental performance of Indian hotel industry is 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
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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
functional performance, quality, convenience and price (Ottman, 1995; Schlegelmilch
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-
Green practices
in the lodging
industry
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; O lander 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
product recapture, remanufacture and reuse; or to recover the indirect costs of not (at
least initially) achieving economies of scale (Wong et al., 1996; Fuller, 1999; Peattie,
1999a, b).
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.
IJCHM
19,5
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.
The data was collected using Likert scale so that multivariate analysis could be
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.
Green practices
in the lodging
industry
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.
factors emerged
with eigen values of
Train employees for better environmental performance 0.46
Have visible communications about green practices 0.68
Participate in environmental partnership or certification 0.69

Use sensors or timers to save electricity in intermittent
371
use areas 0.53
Establish active recycling program for materials in all
sections of the hotel 0.60
Establish system for prompt disposal of packaging
materials and crates to reduce wastage Utilise 0.40
environmentally responsible cleaners throughout
the property 0.54
Having energy-saving light bulbs in all rooms
Offer a linen reuse option to multiple night guests 0.55
Have an active system to detect and repair water 0.66
leakage in toilets, faucets and shower heads Provide 0.56
environmentally friendly products (i.e. low toxicity,
Table I.
organic or locally grown/made) 0.63
Encourage business with environmentally friendly service Factor loadings for
providers consumer attitude
0.71
towards green practices
in the lodging industry
3.2 and 1.0
Consumer behaviour towards green practices in the lodging industry in India respectively. The
first factor explains
As far as behaviour intention is concerned, when factor analysis was done for the 12
75 percent of the
variables which could influence a consumer to stay in the hotel, the following two
variance and both
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the factors explain 100 percent of the variance 12
(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 Table II.
Factor loadings for
1 0.71 –0.4 consumer behaviour
2 0.58 0.26 3 0.75 0.04 4 0.46 towards green practices
0.12 5 0.10 –0.28 in the lodging industry
6 0.52 0.41 7 0.56 0.00 8 0.37 –0.37
9 0.47 0.02
10 0.41 0.40
11 0.51 0.39
consumer looks for actual evidence of serious commitment to an environmental cause
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?

Green practices
in the lodging
industry
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?
Of the respondents, 71 percent feel that they should be awarded more frequent guest reward
points. The consumers expect rewards for patronising such hotels that adopt green
practices.
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
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9,5
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
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 years. He holds degrees/diploma in hotel management,
CHM
9,5
public administration and training and 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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288. [CrossRef]
176. Rachel Dodds, Mark Robert Holmes. 2011. Sustainability in Canadian
B&Bs: comparing the east versuswest. International Journal of Tourism
177. Isaac CheahCurtin University of Technology, Perth, Australia Ian
PhauCurtin University of Technology,Perth, Australia. 2011.
Attitudes towards environmentally friendly products. Marketing
Intelligence & Planning 29:5, 452-472. [Abstract] [Full Text] [PDF]
178. Miao YueA Study on the Consumptive Behavior of Innovative Property
Services Products - Based on theConstruction of Two-Orientated
Community 1-5. [CrossRef]
179. Bing Hu, Yunxin Fu, Ye WangAn Empirical Study on the Dimensions
of Consumer Perceived Value inGreen Hotels 1-4. [CrossRef]
180. Tim Coles, Emily Fenclova, Claire Dinan. 2011. Responsibilities,
recession and the tourism sector:
perspectives on CSR among low-fares airlines during the economic
downturn in the UK. Current Issues in Tourism 14:6, 519-536.
[CrossRef]
181. Heesup Han, Li-Tzang Jane Hsu, Jin-Soo Lee, Chwen Sheu. 2011. Are
lodging customers ready to gogreen? An examination of attitudes,
demographics, and eco-friendly intentions. International Journal of
Hospitality Management 30:2, 345-355. [CrossRef]
182. Yunxin Fu, Bing HuThe effects of low-carbon consumption on
consumer perceived value in green hotels344-347. [CrossRef]
183. SinghAnjana Anjana Singh Anjana Singh is an Assistant Professor
at IIMT-OBU, Gurgaon hasexpertise 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 toExamine 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: Developingan extended model of the
theory of planned behavior. International Journal of Hospitality
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 modificationof 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 perceptionsof green restaurants in the US.
Tourism and Hospitality Research 10:4, 286-300. [CrossRef]
189. Sukhbir Sandhu, Lucie K. Ozanne, Clive Smallman, Ross Cullen.
2010. Consumer driven corporateenvironmentalism: Fact or fiction?.
Business Strategy and the Environment 19:6, 356-366. [CrossRef]
190. Jin-Soo Lee, Li-Tzang (Jane) Hsu, Heesup Han, Yunhi Kim. 2010.
Understanding how consumers viewgreen hotels: how a hotel's green
image can influence behavioural intentions. Journal of Sustainable
191. Leonard A Jackson. 2010. Toward a framework for the components of
green lodging. Journal of Retail & Leisure Property 9:3, 211-230.
[CrossRef]
192. Heesup Han, Li-Tzang (Jane) Hsu, Chwen Sheu. 2010. Application of
the Theory of Planned Behaviorto 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
194. Rachel Dodds, Sonya Rita Graci, Mark Holmes. 2010. Does the
tourist care? A comparison of touristsin Koh Phi Phi, Thailand and
Gili Trawangan, Indonesia. Journal of Sustainable Tourism 18:2, 207-
222. [CrossRef]
195. Heesup Han, Li-Tzang (Jane) Hsu, Jin-Soo Lee. 2009. Empirical
investigation of the roles of attitudestoward green behaviors,
overall image, gender, and age in hotel customers’ eco-friendly
decision-making process. International Journal of Hospitality
196. Elisabeth Robinot, Jean-Luc Giannelloni. 2009. Attitude toward
Environmentally Friendly HospitalityManagement: A Measurement Scale.
Recherche et Applications en Marketing (English Edition) 24:2, 29-
50. [CrossRef]
197. Chao-Jung Chen, Miyoung Jeong. 2009. Students' Perspectives of
Environmental Education Needs inthe Hospitality Curricula. Journal
of Hospitality & Tourism Education 21:2, 41-47. [CrossRef]
198. Leonard A. Jackson, Nan Hua. 2009. Corporate Social Responsibility
and Financial Performance: ASnapshot from the Lodging and Gaming
Industries. The Journal of Hospitality Financial Management 17:1,
63-78. [CrossRef]
199. Dallen J. Timothy, Victor B. TeyeAccommodations and the Green
Movement 81-99. [CrossRef]
200. David KirkEnvironmental management 401-427. [CrossRef]
201. Saurabh GuptaGreen Practices in Restaurants: 215-224. [CrossRef]
202. Maliha Zaman, Claire A. Simmers, Murugan AnandarajanUsing an
Ethical Framework to ExamineLinkages 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 Industry197-214. [CrossRef]

Green Accounting 1

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International Journal of Contemporary Hospitality Management

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Profile of the sample

Consumer attitude towards expectations on use of green practices in the lodging

Have visible communications about green practices 0.68

Participate in environmental partnership or certification 0.69

Relation between consumer attitude and behaviour towards green practices in

Who should pay for imbibing green practices?

How much are consumers willing to pay?

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