Abstract

Based on surveys from 364 respondents via WhatsApp, this study highlights the significant influence of attitudes, health consciousness, and environmental concerns on consumer behavior, especially regarding green purchasing and choosing eco-friendly hotels. It finds a strong correlation between positive attitudes towards green hotels and the intention to revisit, suggesting the hospitality industry must emphasize eco-friendly initiatives. Health consciousness and environmental awareness also positively affect attitudes toward green hotels, pointing to a growing preference for sustainable accommodations among health-conscious individuals. These insights underline the importance of promoting sustainability within the hospitality sector to attract environmentally conscious consumers, thereby contributing to broader environmental conservation efforts. Hotels are encouraged to foster positive attitudes towards eco-friendly practices, which will help shape consumer preferences, promote sustainable tourism, and enhance environmental sustainability.