UNVEILING SUSTAINABLE HOSPITALITY BUSINESS PRACTICES AND GREEN CUSTOMER CONSUMPTION BEHAVIOUR IN THE 21ST CENTURY

Abstract

Although sustainability has become a global issue, influencing business operation, strategies and consumer behavior in many developed nation, however, the phenomenon appears not to be pervasive or incorporated into corporate strategy in many industries in developing economies, including hospitality industry in Nigeria. Yet, sustainability is unarguably a pathway to an enduring, responsible future. This paper, therefore, aims to provide an insight into sustainable hospitality business practices and green consumption behaviour in the 21st Century. It examines the pro-environmental behaviors of hospitality businesses and green consumption behavior based on the theories of sustainability, reasoned action and planned behavior. The paper provides an understanding of sustainable hospitality production, the essence of green hospitality, sustainable hospitality industry strategies, components of sustainable hospitality practices, and green consumption behavior as well as challenges and opportunities of sustainable hospitality practices. From analyzing innovative green technologies to understanding the changing preferences for green hospitality products, this paper advocates for sustainability orientations policies formulation and implementation to moderate the production practices of hospitality industry operators and the consumption behavior of consumers. The paper concludes that sustainability practices by both hospitality industry businesses and their customers are in the interest of all: the environment, business and consumers. The profit maximization goal of hospitality business organization must balance its interest with environmental protection and the promotion of the long-term societal well-being, including consumers.