Executive summary 'Marketing sustainability in the luxury lodging industry: a thematic analysis of preferences amongst the Indian transition generation'

摘要

The importance of sustainability has spiraled in recent times. It is variously defined by scholars as pertaining to people, the planet and profit, sometimes referred to as the "triple bottom line". Sustainability has become significant in a diverse and growing number of areas which include economic development, agriculture, water, energy and resources, climate and health and lifestyle. Today's businesses are expected to act more responsibly and ensure that all their activities positively impact on society and the environment while proving economically viable. Consumers generally support such efforts and are favorable toward making choices of their own that reflect a more sustainable approach. However, many studies have indicated that this does not transfer to actual buying behavior in many cases. Factors like price, convenience and quality are routinely reported as being more immediate consumer priorities than sustainability. Others acknowledge that sustainability benefits society at large but has no immediate benefits for them personally.