UN sustainable development goals has triggered production and consumption patterns aimed at achieving a better and more sustainable future for all by 2030. Sustainable value chain has become a business approach to mitigate the tragedy of the commons. Initiatives that promote socially and environmentally responsible behavior whiles pursuing business value is being leveraged across all economic sectors. COVID-19 has exposed how today's business is threatened more than ever by unsustainable production and consumer behavior patterns. The hospitality sector has not been left out of this challenge as the tourism industry was the worst hit by this pandemic. All over the world, the growth of the tourism industry is propelled by the movement of people and the subsequent need created for the hospitality sector. The global health crises, coupled with consumers' growing interest for sustainable environment has fueled the desire for more eco-friendly products by the sector. Moreover, every consumer goes through a cognitive decision-making process to finally make a choice for a product - and there is a high probability of the decision to inform the sustainable consumption pattern of the consumer and also the magnitude of the effect the decision will have on the environment. This implies that every consumer purchase has implications regarding not only economics (Stone, 1954) but ethics and sustainability.
Keywords: consumer booking intention, shopping orientation, sustainable initiatives
