Abstract
This systematic literature review explores the influence of sustainable business practices on consumer behavior within the tourism and hospitality industry. Over recent decades, sustainability has emerged as a critical strategic priority for businesses due to growing environmental concerns and consumer demand for ethical corporate conduct. This review synthesizes academic research on how sustainable practices, such as energy efficiency, waste reduction, eco-certification, and community engagement, affect consumer decision-making and behavior in tourism and hospitality settings.
A total of 45 peer-reviewed articles published between 2000 and 2023 were analysed using a systematic methodology. The findings reveal several key insights: (1) Increased consumer awareness of sustainability initiatives enhances the likelihood of eco-friendly choices, especially among younger generations; (2) Perceived authenticity of sustainability efforts is a critical factor, as consumers tend to distrust businesses suspected of "greenwashing"; (3) While a notable segment of consumers expresses a willingness to pay a premium for sustainable services, price sensitivity remains a significant barrier to broader adoption; (4) Regional and cultural differences impact the effectiveness of sustainability-driven marketing, with consumers in developed regions (e.g., Europe and North America) being more responsive to eco-tourism initiatives compared to those in emerging markets.
This review concludes that sustainable practices when communicated transparently and supported by verifiable eco-certifications, can serve as a competitive advantage for businesses in the tourism and hospitality sectors. The study also highlights areas for future research, including the exploration of sustainability’s influence across different consumer segments and regions, as well as its integration into digital and experiential marketing strategies.