Exploring tourist willingness to pay for sustainability certifications in the hospitality industry: evidence from a sample in Athens

Our study explores consumer attitudes toward environmental and ethical practices in the hospitality industry, focusing on their willingness to pay (WTP) for sustainability certifications within the context of a localized sample. Drawing on survey data collected from 100 hotel consumers in Athens, Greece, our paper examines how demographic factors, travel preferences and environmental beliefs affect WTP for various sustainability initiatives. Key findings indicate that younger, more educated consumers with higher incomes are generally more willing to pay a premium for hotels demonstrating a commitment to sustainability and ethical practices. The study emphasizes the potential for market differentiation through sustainable practices, particularly in urban European contexts, offering actionable insights for hotel operators, marketers and policymakers. Despite the limited geographic and demographic scope, these insights contribute to a deeper understanding of consumer motivations in supporting environmental and ethical initiative.