Decoding Consumer Choice in Green Hotels: A Mixed-method Analysis of Attributes, Values and Pro-environmental Intentions in India

This study examines the impact of environmental factors, values and the moderating roles of gender and age on guests’ preferences for green hotels. Drawing Schwartz’s theory, the research adopted a sequential mixed-method approach to identify the key factors influencing sustainable consumption behaviours. The first phase involved a focus group discussion of 23 respondents with green preferences, providing insights into their attitudes, perceptions and motivations towards sustainable hospitality practices. The data collection phase, conducted between August and December 2024, gathered responses from 280 individuals on their preferences for eco-friendly hotels and the influence of personal values, environmental attitudes and demographics on their travel decisions. The results indicated that personal environmental attitudes significantly impacted the intention to visit green hotels (IVGH) (value = 0.353, t = 2.815, p = .005). Further analysis revealed that gender and individual values also positively influenced the IVGH (value = −0.391, t = 2.181, p = .029). These findings highlight the importance of personal values in shaping consumer choices and emphasize the growing role of sustainability in the hospitality industry. This research aligns with the United Nations Sustainable Development Goal 12, promoting responsible consumption and production in the hospitality sector.