The Effect of Eco-Friendly Practices on Consumer Selection Behaviours in the Hotel Industry in Bangkok, Thailand
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Abstract
This research examines the effects of eco-friendly practices on hotel selection behavior in Bangkok by analyzing responses from 200 survey participants and conducting 15 in-depth interviews. Based on data collected from these 200 survey participants and 15 interviewees, the research explains how environmentally sustainable practices impact customers’ hotel choices and loyalty. The analysis demonstrates that environment-conscious initiatives account for 38.9% of the variance in customer selection (R² = 0.389), with energy-saving measures and waste-reduction methods identified as fundamental factors. Environmental awareness shows a moderate association with customer loyalty (R² = 0.230), while the perception of eco-friendly practices demonstrates a stronger predictive ability for understanding barriers (R² = 0.326). The results from ANOVA tests demonstrate that education level and age group affect consumer choices, but gender does not have a statistically meaningful impact. The study’s qualitative findings expands upon these results by showing that hotel consumers maintain their preferences for sustainable hotels despite concerns about greenwashing, unclear messaging, and higher price points. Customers believe that sincerity in sustainability certification, alongside an active approach to communicating sustainability practices, will make them more loyal and satisfied. The conceptual framework benefits from applying the Theory of Planned Behavior (TPB), as it shows how consumer intentions develop through attitudes, subjective norms, and perceived behavioral control. The research findings offer guidance for hotel managers and policymakers, who should launch authentic, environmentally friendly initiatives with well-defined communication and recognition systems to promote sustainable tourism in Bangkok.
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