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September 5, 2025Revista Galega de EconomíaOpen Access

Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making

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Authors

GVGuadalupe Vila VázquezUniversidade de Santiago de Compostela BBBelén BandeUniversidade de Santiago de Compostela MNMohammad Faraz NaimBirla Institute of Technology and Science, Pilani

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Implication

Survey data reveals Generation Z's eco-conscious decision-making in hotel choices, suggesting increased sustainability awareness drives willingness to pay more.

Key Points

Generation Z shows a significant willingness to pay more for environmentally friendly hotel options, impacting industry pricing strategies.
The study found that awareness of environmental consequences enhances personal norms and responsibility among Generation Z consumers.
A sample of 173 Spanish Generation Z individuals provided data using an online questionnaire, tested through AMOS modeling.
The findings emphasize the need for green hotel marketing strategies to focus on environmental benefits to attract younger customers.

Cite This Study

Vázquez et al. (2025) studied this question.

synapsesocial.com/papers/68bb42142b87ece8dc9585a1 https://doi.org/10.15304/rge.34.2.10591

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Implication

Survey data reveals Generation Z's eco-conscious decision-making in hotel choices, suggesting increased sustainability awareness drives willingness to pay more.

Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making

Discussion

Member takes

Implication

Key Points

Cite This Study

Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making

Discussion

Member takes

Implication

Key Points

Cite This Study

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