Recently, the luxury sector has witnessed a significant rise in luxury consumption, reaching £233 Billion in 2022 (Statista, 2022). This rise demonstrates the growing popularity of the luxury consumption phenomenon globally. However, the climate crisis may impact future trends in luxury consumption (Gardetti and Muthu, 2019). The luxury sector has endorsed a considerable growing demand for sustainability from environmental and ethical luxury consumers. In recent years, concerns have grown around the ethicality of supply chains, where consumers develop contradictory feelings and beliefs, veering between conscious and hedonistic decision-making (Kleinhaus, 2011; Helm, 2020; Wang et al. 2021). Moreover, consumers face a conflict between choosing what they believe is ethically right and indulgence (Hennigs et al. 2013). The supply chain plays an important role in achieving sustainability goals, and yet some researchers argue that the luxury supply chain can involve ethical and environmental breaches in terms of labour and raw materials, such as use of leather and fur (Klerk et al. 2018). However, some luxury brands such as Stella McCartney and Vivienne Westwood are focused on sustainability and the use of vegan raw materials (YNAP, 2021).

The purpose of this research is to examine the factors that contribute to tourists’ intention to staying in green hotels when traveling. After examining 208 Taiwanese tourists’ responses, the results show that green label credibility and environmental concern can both affect tourists’ green hotel staying intentions.