The Influence of the Illusion of Control in Sustainable Hotel Practices on Hotel Guests’ Behaviours

Sustainable tourism practices increasingly aim to reduce food waste and promote responsible consumption among hotel guests. However, the psychological mechanisms influencing guests’ responses to sustainability initiatives have not been sufficiently investigated. This study investigates whether hotel guests’ food consumption behaviours and assessments regarding food waste differ in buffet settings due to the illusion of control, and whether guests are willing to pay more when sustainability practices are perceived as their own choice. A quantitative and scenario-based research design was used. Data were collected from 307 guests staying in four and five-star hotels in Kuşadası, Türkiye. The findings show that the cognitive, affective, and behavioural dimensions of sustainable consumption positively influence perceived value, customer satisfaction, and behavioural intentions. These relationships are significantly strengthened when guests have decision-making control over sustainability initiatives, leading to the psychological state known as the illusion of control. Furthermore, guests show a higher willingness to pay for sustainable hotel services when they perceive themselves as participating in sustainability-related decisions. The results highlight the importance of incorporating guest participation into sustainability strategies in hotel operations.