Customer Awareness and its Role in Promoting Sustainable Hospitality Practices in Tourist Destinations of North India

Environmental sustainability has become a critical concern for the hospitality industry globally, with green practices such as energy efficiency, water conservation, and waste management being increasingly adopted by hotels. However, the extent to which customer awareness influences the success and economic viability of such practices remains underexplored in the Indian context. This study examines the influence of customer awareness on green business practices in hotels located in the National Capital Region (NCR) of North India, specifically investigating whether customer awareness serves as a key factor in shaping guests’ willingness to pay a premium for environmentally sustainable services.
The study employed a quantitative, descriptive methodology using structured questionnaires to collect primary data from 300 domestic tourists staying at hotels in Delhi, Noida, and Gurugram. The survey captured respondents’ awareness of sustainable hospitality initiatives, their perception of observed green practices, and their willingness to financially support such efforts. Statistical analysis including descriptive statistics, correlation analysis, and regression modeling were used to analyze the data and test hypotheses.
Findings revealed that higher customer awareness is positively associated with the adoption of sustainable practices in NCR hotels (r = 0.68, p < 0.001), and customers with greater awareness demonstrate significantly higher willingness to pay for sustainable hospitality services (β = 0.71, R² = 0.51). The study provides practical recommendations for hoteliers to enhance green marketing strategies and align sustainability branding with consumer values, contributing to the evolving discourse on sustainable hospitality in emerging economies.