Exploring consumer attitude and behaviour towards green practices in the lodging industry in India.

Purpose – The study seeks to explore the factors which influence the consumer attitude and behaviour towards green practices in the lodging industry in India and also to explore the consumers' intentions to pay for these practices.Design/methodology/approach – A quantitative and qualitative research methodology using a questionnaire along with secondary research has been proposed. A structured questionnaire has been used using convenience‐sampling techniques from National Capital Region in India. Correlation and factor analysis has been used to explore consumers' attitudes and behaviour towards green practices in the lodging industry.Findings – The consumers using hotel services are conscious about environmentally friendly practices in India. They patronise the hotels that have adapted green practices though not compromising on service quality. The consumers would prefer to use lodging that follows these practices but are not willing to pay extra for these services. Indian hotels have the competitive adva...