Pro-Environmental Initiatives in the Hospitality Sector as a Driver of Brand Loyalty Among Generation Z

Purpose: This study explores the role of pro-environmental initiatives in the hospitality sector in driving brand loyalty among Generation Z consumers. With the increasing environmental awareness reshaping the hospitality industry, the research highlights Generation Z as a pivotal demographic driving modern consumer trends in this sector. Design/Methodology/Approach: A quantitative survey involving 575 Generation Z respondents provides valuable insights into their sustainability attitudes and preferences. This paper presents a literature review that offers a theoretical foundation and contextual understanding of the topic, along with practical, research-based recommendations, for companies in the hospitality sector to commit to implementing pro-environmental initiatives. Findings: The research findings underline the importance of tailoring sustainability initiatives in the hospitality industry to meet the specific expectations of Generation Z, a demographic poised to shape the industry’s future. By focusing on sustainable practices and transparent communication, the hospitality sector can cultivate long-term brand loyalty within this cohort, creating a mutually beneficial relationship that supports both business objectives and environmental goals. Practical Implications: This constitutes a statement that pro-environmental initiatives not only meet ethical standards but also serve as strategic tools for fostering customer loyalty from this cohort. Originality/Value: Both theoretical and empirical research presented in this article reveal a strong alignment between pro-environmental initiatives and brand loyalty, among consumers from Generation Z.