How Much Are Consumers Willing to Pay for a Greener Hotel Industry? A Systematic Literature Review

This work uses the systematic literature review (SLR) method to explore premium that consumers would be willing pay stay at a green hotel. To best of author’s knowledge, it is first on this topic and, thus, fills gap in existing literature. The search process identified 22 articles from 13 countries which were analyzed three principal research questions regarding valuation methods used estimate premium, size and factors affecting premium. From policy perspective, analysis shows lack studies serious obstacle hotel sector’s efforts reduce its environmental footprint. managerial argued who are hotels accept around 5%. Finally, an estimation highlights specific gaps limitations current should considered future relating geographical coverage, accommodation type, customers for initiatives, certain methodological issues, among others.