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.