“GREEN CERTIFICATION IN THE HOTEL INDUSTRY: IMPACTS ON SUSTAINABILITY, CONSUMER PREFERENCES AND ECONOMIC PERFORMANCE”

Abstract

Green certification has emerged as a pivotal mechanism for promoting sustainability within the hotel industry, addressing environmental concerns while influencing market dynamics and operational efficiencies. This paper reviews the evolution, types, and effects of green certifications such as LEED, Green Key, and EarthCheck, drawing on scholarly literature to assess their roles in enhancing hotel marketability, customer satisfaction, and profitability. Findings indicate that while certifications boost environmental performance and attract eco-conscious consumers, challenges like intention-behavior gaps and varying economic returns persist. The analysis highlights the need for integrated sustainability strategies to maximize benefits. Implications for hotel managers and policymakers are discussed, emphasizing the potential for certifications to drive long-term industry transformation.