Managing Sustainability in Hospitality Industry: A Theory of Planned Behaviour

With increasing environmental concerns and growing expectations for responsible business practices, sustainability has become a critical priority within the hospitality industry. The industry faces significant challenges associated with resource consumption, waste generation, carbon emissions, and the need to balance environmental responsibility with economic performance and customer satisfaction. The Theory of Planned Behaviour (TPB), introduced by Ajzen in 1991, provides a valuable theoretical framework for understanding the psychological factors influencing individuals’ intentions and behaviours towards sustainable practices. The theory proposes that attitudes, subjective norms, and perceived behavioural control influence behavioural intentions, which subsequently contribute to actual behaviour. This study aims to explore the application of the Theory of Planned Behaviour in managing sustainability within the hospitality industry, with particular attention to sustainable consumption, environmentally responsible customer behaviour, and the adoption of sustainable business practices. A systematic review of relevant empirical studies published during the past ten years is proposed to examine the contribution of TPB to understanding sustainability-related intentions and behaviours in hospitality settings. The study is expected to identify how environmental attitudes, social expectations, and perceived control influence sustainable decision-making among hospitality consumers and other relevant stakeholders. Furthermore, it seeks to identify theoretical and empirical gaps concerning the relationship between behavioural intentions and actual sustainable practices, particularly within developing-country contexts. The findings are expected to contribute to the advancement of sustainability management in hospitality by highlighting the importance of integrating behavioural insights into environmental strategies, customer engagement, and responsible operational practices. The study will provide a theoretical foundation for future research and practical recommendations for hospitality organisations seeking to strengthen sustainable practices and support the achievement of the United Nations Sustainable Development Goals.