Predictors of Likelihood of Adoption of Green Practices in Hotels: The Case of Abuja and Lagos, Nigeria

Abstract

Despite the high level of awareness of sustainable practices around the globe, and literatures on its adoption in businesses, studies showed very few studies are conducted in less advanced countries like Nigeria. Given the rising consumption of resources, apprehension for the environs and sudden realization among people for practices that are friendlier, the trend is gradually picking up in the Nigerian hotel industry. The hotel is facing challenges accepting green practices due to little information on green practice and its perceived benefits, government inability to enforce regulations on environmental sanitation, and absence of enlightenment promotion of green practice. This study strives to determine factors likely to motivate hotels to adopt innovative ways of operating in Nigeria. Based on Rogers’ theory of innovation diffusion, this study decided to establish perceived innovation characteristics, perceived environmental characteristics, organizational characteristics and stakeholders’ influence as determinants for likely adoption. Data was collected from General Managers of hotels (363 in number) in Abuja and Lagos. Using Partial Least Squares (PLS) path modelling, the findings indicate all perceived predictors positively correlated to likelihood of adoption.