Millennials’ environmental awareness, price sensitivity and willingness to pay for green hotels / Joo-Ee Gan and Seo Nuli

• Main Authors: Joo-Ee, Gan, Seo, Nuli
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2018
• Subjects: Domestic architecture. Houses. Dwellings; Hotels. Inns. Hotel lobbies. Youth hostels; Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/65343/1/65343.pdf; https://ir.uitm.edu.my/id/eprint/65343/; https://www.jthca.org/

This study analyse the Malaysian millennials’ willingness to pay for green hotels. Through a survey with millennials as market segment, the exploratory study sought to examine the respondents’ level of environmental awareness and price sensitivity. The findings suggest that environmental awareness w...