Technology-induced sustainability paradox: A Marxist’s critique of water conservation in hotels

Abstract

Despite the widespread implementation of advanced water management systems, research indicates that hotel water consumption remains unacceptably high, raising concerns about the long-term efficacy of technological interventions. This study provides a critical reflection of the technology-driven water conservation in hotels, applying Marxist critique of capitalism to analyze the underlying motivations behind the industry’s reliance on technology. The author argues that while water-saving technologies are widely promoted as a sustainable solution, their adoption is often driven by economic motives and strategic branding rather than genuine environmental responsibility. The overreliance on technology fosters unintended consequences beyond the environmental spectrum. This study contributes to the discourse on the technology-induced sustainability paradox by questioning whether technology serves as a true sustainability tool or merely reinforces profitdriven environmentalism. Furthermore, this study provides important theoretical and practical insights, along with future research directions to promote a more holistic approach to hotel water conservation.