Going Green in Developing Countries: A Systematic Review of Intention to Stay at Green Hotels and Future Directions

Previous studies report that most research on green practices focuses on Western cultures, neglecting developing countries. This paper aims to provide a comprehensive overview of green consumer behavior by outlining the evolution of the literature on green hotel stay intentions from developing countries' perspectives. The study was designed as a systematic literature review, incorporating 29 articles from peer-reviewed academic journals published between 2019 and 2024. Databases such as Scopus, Publish or Perish, and Watase Uake were used, with inclusion and exclusion criteria applied for descriptive analysis. The analyses show that while the body of literature is expanding and gaining recognition from researchers, green hotel practices are still more prevalent in developed countries. The thematic analysis offers an up-to-date overview, including demographic factors from developing countries, and showcases various theoretical perspectives, methodologies, and future research directions. While the green hotel concept offers significant benefits, societies differ in their awareness, preferences, and capacities regarding sustainability. Other findings suggest that the extended Theory of Planned Behavior (TPB) can serve as a foundational theory. Researchers can contribute significantly to understanding the dynamics of green hotel stay intentions in developing countries, promote sustainable practices in the hospitality industry, and provide comprehensive insights for future models.