Theory of reasoned action : assessing customers’ inclination towards Eco-friendly hotels in northern India

The main aim of the study was to explore customers’ inclination towards eco-friendly hotels in Northern India. Eco-friendly hotels are the ones that use various sustainable strategies towards addressing the environmental issues as well as improving the awareness of the customers and tourists towards environmental contribution. The current study used an empirical quantitative study that comprised of 138 customers from different eco-friendly hotels in Northern India. Data were collected using closed ended questionnaires and analyzed using SPSS v23. Statistical findings implicated that factors of customer beliefs and attitudes towards importance of eco-hotels were sustainable and cost efficient, green hotels area responsible for reducing carbon footprint and environmental pollution, green hotels use sustainable and organic products to support environmental issues, green hotels reduces the amount of waste generated, green tourism involves awareness programmes on environmental conservation, and green hotels support environmental conservation. Similarly, customer intentions of features of eco-hotels such as recycles it waste products and water, reducing paper usage, bans the use of plastic and other toxic elements, and products and utilities that are made sustainably motivates the customers to choose eco-friendly hotels. However, the study has some limitations presented in the concluding section of the study along with future scope