THE POTENTIAL OF HOTEL’S GREEN PRODUCTS IN PENANG: AN EMPIRICAL STUDY

The purpose of this study was to investigate the potential local niche market in Penang as well as the consumer attitudes and perceptions towards eco-friendly product in hospitality industry. This study was based on both primary and secondary data. The primary data were collected from the sample survey (190 respondents) that was conducted in main places that included Komtar government building, Georgetown, Bayan Lepas industry zone as well as Web-based (e.g. email) survey. The questionnaire was designed to obtain the consumer’s purchase behavior and perceptions regarding to four types of hotel’s eco-friendly products: eco-accommodation; eco-meeting & events; eco-cuisine; and eco-service & programs. The secondary data were collected from relevant journals, online release press, books and other published data. The study revealed that the hotel’s green products have substantial potential market for domestic consumer. Majority of the respondents considered themselves as moderate (they would go for green sometimes) green consumer and it was found that the level of green awareness has significant positive relationship with consumer’s education background. Furthermore, green motivators such as price, product quality and social responsibility were found to influence their decision making when purchasing hotel’s eco-friendly products.