Green certification awareness and adoption among hotel operators in Bangladesh with opportunities challenges and future pathways

Abstract This study explores hotel operators’ awareness, adoption and challenges of green certification programs in Bangladesh. The study utilizes a mixed-methods approach, merging quantitative survey data from 185 hotel operators across major tourism destinations and qualitative insights from 30 in-depth interviews with hotel operators and sustainability experts. The findings reveal that though the awareness of green certification is gradually growing, the real adoption rate is low due to certification costs, capacity shortage, knowledge gaps and perceived difficulties of the process. However, most of the hotel operators acknowledge the potential benefits of certification such as improved reputation, competitive edge, long-term cost saving and greater guest satisfaction. By integrating Diffusion of Innovation Theory, Theory of Planned Behavior and Stakeholder Theory, the study also provides a comprehensive theoretical basis to realize the intricate nature of green certification adoption. This study adds to the inadequate amount of literature on sustainable hospitality practices in developing countries and provides policy and strategic insights for fostering a green hospitality culture and achieving national sustainable goals.