The role of demographics in green consumption behaviors in hotels

Abstract

The green consumption habits can be seen in all sectors as well as in the hotel industry. However, it is necessary to understand how green consumption behaviors are shaped according to the demographic characteristics of hotel guests. Accordingly, the purpose of this study is to investigate how the green consumption behaviors of hotel guests are shaped according to their demographic characteristics. The survey method was used to collect empirical data from 342 respondents in Turkey. The differences in green consumption behaviors of consumers in hotels were analyzed according to gender, age, income, education, and marital status. The green consumption behaviors of consumers were evaluated in two dimensions as "active environmental protection-AEP" and "supportive of environmental protection-SEP". According to the study findings, age was found to be an important determinant of AEP and SEP behaviors. In addition, SEP behaviors differ significantly according to their educational status. It was also found that gender, marital status, and income are not important determining factors in green consumption behavior.