Factors Affecting Purchase Decision for Choos- ing Sustainable Accommodation Services
Olaleye, Ifedayo (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052616327
https://urn.fi/URN:NBN:fi:amk-2025052616327
Tiivistelmä
Interest in sustainable and environmentally friendly hospitality services has become more common and widely accepted in recent years. Increasing awareness of environmental issues has led to an increase in exposure to environmentally friendly products and services. These offerings are marketed to consumers using various terminologies. Consumer choices have increased as hospitality providers continuously develop environmentally friendly options and services in their offerings. An environmentally friendly lifestyle choice is generally accepted and welcomed, but some consumers find it difficult to choose eco-friendly offers because the price tags on these offerings are usually higher than their counterparts.
This thesis aims to find out how environmentally friendly or sustainable accommodation services are appreciated and identify factors affecting customer decisions, patronising, or purchasing from sustainable accommodation providers. The theoretical framework of the thesis makes use of the theory of planned behaviour to understand and identify factors influencing consumers' buying behaviour towards green offerings. The research was conducted using a quantitative approach, collecting data through a survey and analysing the results.
The study reveals a gap between consumers’ environmental awareness and their booking choices, with cost being a key factor and sustainability having minimal influence. Hospitality managers can address this by adopting cost-effective green practices, improving sustainability communication, and using behavioural nudges to encourage environmentally friendly choices without raising prices.
This thesis aims to find out how environmentally friendly or sustainable accommodation services are appreciated and identify factors affecting customer decisions, patronising, or purchasing from sustainable accommodation providers. The theoretical framework of the thesis makes use of the theory of planned behaviour to understand and identify factors influencing consumers' buying behaviour towards green offerings. The research was conducted using a quantitative approach, collecting data through a survey and analysing the results.
The study reveals a gap between consumers’ environmental awareness and their booking choices, with cost being a key factor and sustainability having minimal influence. Hospitality managers can address this by adopting cost-effective green practices, improving sustainability communication, and using behavioural nudges to encourage environmentally friendly choices without raising prices.