From theory to practice: A research note on extraordinary pro-environmental behavior (EPEB) in the hospitality industry

Abstract

The urgency to find sustainable solutions in a seemingly non-sustainable industry, i.e., hospitality, has been debated among academics and hospitality stakeholders. Although there is unquestionable need to implement sustainability actions and initiatives, they remain ordinary and basic and within the same parameters as decades ago. In this research note, we sought hospitality managers and asked them to offer alternative solutions that could be considered as extraordinary sustainability actions and initiatives. Using a participatory action research approach, and a sample of 66 participants, we identify actions and initiatives that could become the best practices of extraordinary pro-environmental behavior.