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Exploring Gen Z Sustainable Behavior in the Hospitality Industry

Author

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  • Roberta Minazzi

    (Dipartimento di Diritto, Economia e Culture, Università degli Studi dell’Insubria, 22100 Como, Italy)

  • Daniele Grechi

    (Dipartimento di Diritto, Economia e Culture, Università degli Studi dell’Insubria, 22100 Como, Italy)

Abstract

This study investigates Generation Z’s perceptions and behaviors regarding sustainable practices in the hospitality sector, with a particular focus on the gap between intentions and actual behaviors. A significant attitude–behavior gap emerges: while the majority (69%) reports adopting sustainable practices in daily life, only 30% actively reduce air travel. Through exploratory analysis, this study contributes to the existing literature by examining sustainability perceptions as key drivers in hotel selection, offering both theoretical and practical implications for the tourism industry. The data were collected through questionnaires and processed using descriptive and inferential statistics, specifically hypothesis testing tools. The findings indicate that while Gen Z exhibits strong environmental consciousness, economic constraints remain a barrier to sustainable choices. This research suggests that tourism companies need to develop targeted strategies to make sustainable options more accessible, considering both environmental sensitivity and financial limitations of the younger generation. This work addresses a notable gap in the tourism literature regarding travelers’ perceptions of sustainable practices, particularly focusing on Generation Z as an emerging market segment.

Suggested Citation

  • Roberta Minazzi & Daniele Grechi, 2025. "Exploring Gen Z Sustainable Behavior in the Hospitality Industry," Administrative Sciences, MDPI, vol. 15(7), pages 1-19, July.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:7:p:266-:d:1698162
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    References listed on IDEAS

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    1. Kiatkawsin, Kiattipoom & Han, Heesup, 2017. "Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory," Tourism Management, Elsevier, vol. 59(C), pages 76-88.
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    8. Anna Justyna Parzonko & Agata Balińska & Anna Sieczko, 2021. "Pro-Environmental Behaviors of Generation Z in the Context of the Concept of Homo Socio-Oeconomicus," Energies, MDPI, vol. 14(6), pages 1-18, March.
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    1. Sameh Fayyad & Osman Elsawy & Ghada M. Wafik & Siham A Abotaleb & Sarah Abdelrahman Ali Abdelrahman & Azza Abdel Moneim & Rasha Omran & Salsabil Attia & Mahmoud A. Mansour, 2025. "Leaders’ STARA Competencies and Green Innovation: The Mediating Roles of Challenge and Hindrance Appraisals," Tourism and Hospitality, MDPI, vol. 6(4), pages 1-23, October.

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