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

Green hotels have emerged in response to social demand (i.e., stakeholders pressure) for greater environmental care from the hotel sector, such as, reduction in water and energy consumption and waste generation. However, the initiatives carried out by green hotels have a cost that usually translates...

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Detalhes bibliográficos
Autores: Vila Vázquez, Guadalupe, Bande Vilela, María Belén, Naim, Mohammad Faraz
Tipo de documento: artigo
Data de publicação:2025
País:España
Recursos:Universidad de Santiago de Compostela (USC)
Repositório:Minerva. Repositorio Institucional de la Universidad de Santiago de Compostela
Idioma:inglês
OAI Identifier:oai:minerva.usc.gal:10347/42753
Acesso em linha:https://hdl.handle.net/10347/42753
Access Level:Acceso aberto
Palavra-chave:Green hotels
Guests’ pro-environmental behaviors
Gen Z
Hoteis verdes
Comportamentos pro-ambientiais dos hóspedes
Xeración Z
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spelling Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-MakingXeración Z e hostalería ecolóxica: perspectivas sobre a toma de decisións respectuosas co medio ambienteGeneración Z y hostelería ecológica: perspectivas sobre la toma de decisiones respetuosas con el medio ambienteVila Vázquez, GuadalupeBande Vilela, María BelénNaim, Mohammad FarazGreen hotelsGuests’ pro-environmental behaviorsGen ZHoteis verdesComportamentos pro-ambientiais dos hóspedesXeración ZGreen hotels have emerged in response to social demand (i.e., stakeholders pressure) for greater environmental care from the hotel sector, such as, reduction in water and energy consumption and waste generation. However, the initiatives carried out by green hotels have a cost that usually translates into a higher price for guests. The purpose of this study was to examine the variables that determine the willingness to pay a higher price to stay in a green hotel among Generation Z (Gen Z). The model was tested on a sample of 173 Spanish Gen Z using AMOS. The data were obtained through an online questionnaire administered to a convenience sample. The results of the study support the sequence awareness of consequences-ascription of responsibility-personal norm, as well as the inclusion of the attitude towards green hotels as a second mediating variable in the relationship awareness of consequences-personal norm. These findings have important implications for hotel management communication. In this regard, green hotel management should highlight the environmental issues in their surroundings and the environmentally friendly activities they carry out to encourage Gen Z to be willing to pay a higher price to stay at their hotels.Universidade de Santiago de CompostelaUniversidade de Santiago de Compostela. Departamento de Organización de Empresas e Comercialización20252025-08-2820252025-08-28journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10347/42753reponame:Minerva. Repositorio Institucional de la Universidad de Santiago de Compostelainstname:Universidad de Santiago de Compostela (USC)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2© University of Santiago de Compostela. This is an open access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) ) License Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:minerva.usc.gal:10347/427532026-06-15T12:47:27Z
dc.title.none.fl_str_mv Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making
Xeración Z e hostalería ecolóxica: perspectivas sobre a toma de decisións respectuosas co medio ambiente
Generación Z y hostelería ecológica: perspectivas sobre la toma de decisiones respetuosas con el medio ambiente
title Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making
spellingShingle Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making
Vila Vázquez, Guadalupe
Green hotels
Guests’ pro-environmental behaviors
Gen Z
Hoteis verdes
Comportamentos pro-ambientiais dos hóspedes
Xeración Z
title_short Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making
title_full Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making
title_fullStr Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making
title_full_unstemmed Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making
title_sort Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making
dc.creator.none.fl_str_mv Vila Vázquez, Guadalupe
Bande Vilela, María Belén
Naim, Mohammad Faraz
author Vila Vázquez, Guadalupe
author_facet Vila Vázquez, Guadalupe
Bande Vilela, María Belén
Naim, Mohammad Faraz
author_role author
author2 Bande Vilela, María Belén
Naim, Mohammad Faraz
author2_role author
author
dc.contributor.none.fl_str_mv Universidade de Santiago de Compostela. Departamento de Organización de Empresas e Comercialización
dc.subject.none.fl_str_mv Green hotels
Guests’ pro-environmental behaviors
Gen Z
Hoteis verdes
Comportamentos pro-ambientiais dos hóspedes
Xeración Z
topic Green hotels
Guests’ pro-environmental behaviors
Gen Z
Hoteis verdes
Comportamentos pro-ambientiais dos hóspedes
Xeración Z
description Green hotels have emerged in response to social demand (i.e., stakeholders pressure) for greater environmental care from the hotel sector, such as, reduction in water and energy consumption and waste generation. However, the initiatives carried out by green hotels have a cost that usually translates into a higher price for guests. The purpose of this study was to examine the variables that determine the willingness to pay a higher price to stay in a green hotel among Generation Z (Gen Z). The model was tested on a sample of 173 Spanish Gen Z using AMOS. The data were obtained through an online questionnaire administered to a convenience sample. The results of the study support the sequence awareness of consequences-ascription of responsibility-personal norm, as well as the inclusion of the attitude towards green hotels as a second mediating variable in the relationship awareness of consequences-personal norm. These findings have important implications for hotel management communication. In this regard, green hotel management should highlight the environmental issues in their surroundings and the environmentally friendly activities they carry out to encourage Gen Z to be willing to pay a higher price to stay at their hotels.
publishDate 2025
dc.date.none.fl_str_mv 2025
2025-08-28
2025
2025-08-28
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10347/42753
url https://hdl.handle.net/10347/42753
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de Santiago de Compostela
publisher.none.fl_str_mv Universidade de Santiago de Compostela
dc.source.none.fl_str_mv reponame:Minerva. Repositorio Institucional de la Universidad de Santiago de Compostela
instname:Universidad de Santiago de Compostela (USC)
instname_str Universidad de Santiago de Compostela (USC)
reponame_str Minerva. Repositorio Institucional de la Universidad de Santiago de Compostela
collection Minerva. Repositorio Institucional de la Universidad de Santiago de Compostela
repository.name.fl_str_mv
repository.mail.fl_str_mv
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