Businesses that show commitment to sustainability inspire greener customers
Simon Fraser University
Spending a little to prove a commitment to sustainability can help tourism industry businesses such as hotels inspire customers to conserve resources--and save money in the process, according to new research from SFU's Beedie School of Business. The study found that hotel guests' willingness to conserve resources--such as turning off lights, reusing towels, or setting the thermostat at a specific temperature--is affected by how "green" they perceive the hotel to be.
The more environmentally friendly consumers perceived the firm to be, the more patrons themselves conserved.
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