An Analytical Study on the Factors Influencing Consumer Choice and Satisfaction with the Eco-Friendly Practices of 5-Star Hotels of Kolkata

Abstract

The factors influencing consumer purchase behavior and satisfaction with the eco-friendly practices of 5-star hotels in Kolkata will be investigated. Determinant drivers that govern the consumers' choice for staying in an eco-friendly hotel and those that determine the degree of their satisfaction in green practice implementations would be studied and their relationship would also be analyzed. The study collected data from 235 respondents who were selected through convenience sampling. Data were collected using a structured questionnaire, validated through a literature review and expert consultation. It was divided into three sections with a 5-point Likert scale targeting the demographic data, factors that influence hotel choice, and satisfaction with eco-friendly practices. Cronbach's alpha scores attained for the three sections were 0.871, 0.940, and 0.928, respectively. Factor analysis revealed two main dimensions for both choice and satisfaction factors: sustainability initiatives and amenities, & resource conservation and green design for factors of influences, in consumers' purchasing decision.These dimensions depicted the importance of visible eco-friendly efforts and the operational innovations associated with influencing decisions of consumers. Satisfaction was considered to arise out of sustainable operations & guest experience and eco-friendly engagement & resource conservation, whereby the balance among luxury and a sense of environmental stewardship is of essence. Based on Spearman's correlation, there are interconnected complexities wherein satisfaction through engagement tends to be favorable, yet disparity still exists relating green practices in relation to consumer comfort. The findings indicate the need for 5-star hotels to strengthen their green strategies through alignment with the expectations of consumers for satisfaction. The study offers the hospitality industry practical recommendations that involve integrating sustainability into a superior guest experience for fostering loyalty and encouraging sustainable tourism.