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Student Perceptions of Sustainability in the HoReCa Sector: Awareness, Engagement, and Challenges

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  • Marian Mocan

    (Department of Management, Research Center for Engineering and Management (RCEM), Faculty of Management in Production and Transportation, Politehnica University of Timișoara, 300006 Timișoara, Romania)

  • Larisa Ivascu

    (Department of Management, Research Center for Engineering and Management (RCEM), Faculty of Management in Production and Transportation, Politehnica University of Timișoara, 300006 Timișoara, Romania)

  • Timea Agache

    (Department of Management, Research Center for Engineering and Management (RCEM), Faculty of Management in Production and Transportation, Politehnica University of Timișoara, 300006 Timișoara, Romania)

  • Andrei Agache

    (Department of Management, Research Center for Engineering and Management (RCEM), Faculty of Management in Production and Transportation, Politehnica University of Timișoara, 300006 Timișoara, Romania)

Abstract

The HoReCa (Hotels, Restaurants, and Cafes) sector plays a pivotal role in the economy due to its strong connections with various other industries, including agriculture, food and beverage, construction, packaging, waste management, water, and textiles. Given its broad impact, understanding the perceptions of students—emerging consumers and future professionals—could provide valuable insights for businesses seeking to enhance sustainable practices in ways that resonate with younger generations and improve their competitiveness. However, there is still limited understanding of how students perceive and engage with sustainability in this sector. This study explores student perceptions of sustainability practices within the HoReCa sector, examining their awareness levels, expectations, and behavior. The objective is to assess how effectively current business approaches align with student values regarding sustainability initiatives and identify key factors influencing their engagement. A structured questionnaire was distributed among university students, and the collected data was analyzed using statistical techniques to identify meaningful trends and correlations. Findings revealed a notable disconnect between students’ professed sustainability values and their actual behavior. Primary obstacles included price sensitivity, skepticism toward environmental marketing claims, and insufficient access to clear sustainability information from businesses. Despite supporting sustainable initiatives in principle, students often struggle to translate their values into purchasing decisions. The research suggests that greater business transparency, enhanced sustainability education, and incentive programs could foster increased student engagement.

Suggested Citation

  • Marian Mocan & Larisa Ivascu & Timea Agache & Andrei Agache, 2025. "Student Perceptions of Sustainability in the HoReCa Sector: Awareness, Engagement, and Challenges," Sustainability, MDPI, vol. 17(14), pages 1-24, July.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:14:p:6384-:d:1700013
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    1. Ludovica Principato & Alessio Leo & Giovanni Mattia & Carlo Alberto Pratesi, 2021. "The next step in sustainable dining: the restaurant food waste map for the management of food waste," Italian Journal of Marketing, Springer, vol. 2021(3), pages 189-207, September.
    2. Jimin Shim & Joonho Moon & Won Seok Lee & Namho Chung, 2021. "The Impact of CSR on Corporate Value of Restaurant Businesses Using Triple Bottom Line Theory," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
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