Purpose of the paper This paper explains the impacts of pro-environment issues toward consumer behaviour and hotel performance, and the importance of customer loyalty behaviour for hotel performance. Design/methodology/approach This paper defines the concept of pro-environment behaviour and pro-environment management, pro-environment consumer behaviour, and the impacts of pro-environment consumer behaviour and pro-environment management toward hotel performance. Findings Self-interest and external environment may affect the intention to do pro-environment behaviour. The Theory of Planned Behaviour (TPB) mentions that subjective norms, attitudes, and perceived behavioural control are predictors of certain behaviour. Proenvironment consumer behaviour determines hotel choice and customer loyalty behaviour. Loyal customers increase the sales and contribute to the hotel performance. From the company perspective, environmental issues and customer demand drive companies to do proenvironment management practice. Pro-environment management requires more efforts. However, pro-environment management has positive impacts to the hotel performance. Research limitations/implications Empirical research through systematic investigations is needed to validate the concept. Practical implications This paper emphasises environmental issues as the reason to do pro-environment behaviour for customers and pro-environment management for hotels. Pro-environment customers demand green products and services. The increasing demand of green products encourages hotels to “go green” and maintain their relationship with the customers. Originality/value This conceptual paper is original and may contribute to future researches in pro-environment consumer behaviour and company performance.