1. Introduction
The concept of business sustainability has received considerable attention from both practitioners and academicians, and concerns regarding environmental protection have brought about changes in consumer demands and behaviors (Mendleson and Polonsky,
1995; Ottman, 1992). A large number of customers show increased environmental awareness and a preference for green firms and their products, revealing their willingness to purchase and pay more for environmentally friendly products/services (Manaktola and Jauhari, 2007; Mendleson and Polonsky, 1995; Vandermerwe
and Oliff, 1990). A recent research done by the Athens Labora-tory of Research in Marketing in collaboration with the Center of Sustainability about the green marketing found more than 92% of consumers has a positive attitude towards the companies that are sensitive on environmental matters (Papadopoulos et al., 2009). To fulfill emerging green needs, business leaders in various fields have made every effort to change their corporate structures/cultures to be more environmentally responsible and to modify their exist-ing products/services to be more environmental friendly (Dief and Font, 2010; D’Souza and Taghian, 2005; Ottman, 1992). The competitiveness of the travel industry can be enhanced by the popularity of a destination environment and by the presence
of natural attractions. However, travel products often negatively impact the natural environment since heavy visitor traffic can lead to degradation of natural structures (Hillery et al., 2001). Nowa-days, hotels are increasingly focusing on green management as they contribute to environmental degradation through the con-struction of buildings, waste disposal, and water usage (Mensah, 2006). According to a report byUNWTO, UNEP, and WMO (2007), the hotel industry is responsible for about 21% of all CO2emissions related to tourism. As people are increasingly concerned about global warming, travelers are more likely to make an eco friendly decision to select a hotel. Therefore, a growing number of hotels ha implemented eco friendly practices and environmental strate gies, and converted purchasing or operating procedures to be more environmentally friendly (Ton, 1996; Wolfe and Shanklin, 2001).
Gradually, going green is believed to be an effective competitive edge in the lodging market (Gustin and Weaver, 1996; Manaktola and Jauhari, 2007; Wolfe and Shanklin, 2001; Han et al., 2009). As a result, a critical challenge for hotel marketers is to gain a better understanding of current/potential customer’s desireand intention for green consumption (Han et al., 2009). In particular, improv-ing their understanding of the eco friendly attitudinal profiles of
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