IDEAS home Printed from https://ideas.repec.org/a/sdo/regaec/v34y2025i2_5.html

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

Author

Listed:
  • Vila Vázquez, Guadalupe

  • Bande, Belén

  • Faraz Naim, Mohammad

Abstract

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.

Suggested Citation

  • Vila Vázquez, Guadalupe & Bande, Belén & Faraz Naim, Mohammad, 2025. "Generation Z and Green Hospitality: Insights into Eco-Conscious Decision-Making," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 34(2), pages 1-18.
    • Handle: RePEc:sdo:regaec:v:34:y:2025:i:2_5
    DOI: 10.15304/rge.34.2.10591
    as

    Download full text from publisher

    File URL: https://doi.org/10.15304/rge.34.2.10591
    Download Restriction: no
    File URL: https://libkey.io/10.15304/rge.34.2.10591?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Shehawy, Yasser Moustafa & Agag, Gomaa & Alamoudi, Hawazen O. & Alharthi, Majed D. & Brown, Abraham & Labben, Thouraya Gherissi & Abdelmoety, Ziad H., 2024. "Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Ali Raza & Muhammad Farrukh & Muhammad Khalid Iqbal & Muhammad Farhan & Yihua Wu, 2021. "Corporate social responsibility and employees' voluntary pro‐environmental behavior: The role of organizational pride and employee engagement," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(3), pages 1104-1116, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Peng, Yue & Wang, Wei & Zhen, Shangsong & Liu, Yunqiang, 2024. "Does digitalization help green consumption? Empirical test based on the perspective of supply and demand of green products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Wang Hongxin & Mohammed Arshad Khan & Jian Zhenqiang & Laura-Mariana Cismaș & Mohammad Athar Ali & Usama Saleem & Lucia Negruț, 2022. "Unleashing the Role of CSR and Employees’ Pro-Environmental Behavior for Organizational Success: The Role of Connectedness to Nature," Sustainability, MDPI, vol. 14(6), pages 1-22, March.
    3. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Alshehri, Abdullah, 2025. "When the recipe is more important than the ingredients, understanding factors affecting customer loyalty in unmanned convenience store using fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    5. Pooja Mittal & Anil Kumar, 2025. "The Effect of Organizational Pride on Employee Engagement: The Parallel Mediation Role of Job Satisfaction and Creativity in Northern India," Public Organization Review, Springer, vol. 25(3), pages 1655-1682, September.
    6. Sharizal Hashim & Qin Lingda Tan & Zhangwei Zheng, 2026. "From Awareness to Engagement: A Systematic Review of Sustainability Campaigns and Consumer Response," SAGE Open, , vol. 16(1), pages 21582440251, January.
    7. Chen, Xiao & Haron, Muhammad & Sultan, Mammadova simuzar, 2026. "Returns foresight: Explainable machine-learning models to predict and reduce product return propensity in omnichannel apparel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 92(C).
    8. Nora Sharkasi & Gomaa Agag, 2026. "How does risk interplay with trust in pre-and post-purchase intention to engage: PLS-SEM and ML classification approach," Journal of Marketing Analytics, Palgrave Macmillan, vol. 14(1), pages 207-241, March.
    9. Wuryandani, Shafira & Lin, Yu-Pin & Lin, Pei-Chen & Schmeller, Dirk S. & Ros, Gerard H., 2026. "Machine learning and spatial regression approaches to estimating willingness to pay for ecosystem services in Jakarta and Taoyuan," Ecosystem Services, Elsevier, vol. 78(C).
    10. Shah Ali Murtaza & Asif Mahmood & Saima Saleem & Naveed Ahmad & Muhammad Suhail Sharif & Edina Molnár, 2021. "Proposing Stewardship Theory as an Alternate to Explain the Relationship between CSR and Employees’ Pro-Environmental Behavior," Sustainability, MDPI, vol. 13(15), pages 1-15, July.
    11. Bob Foster & Zikri Muhammad & Mohd Yusoff Yusliza & Juhari Noor Faezah & Muhamad Deni Johansyah & Jing Yi Yong & Adnan ul-Haque & Jumadil Saputra & Thurasamy Ramayah & Olawole Fawehinmi, 2022. "Determinants of Pro-Environmental Behaviour in the Workplace," Sustainability, MDPI, vol. 14(8), pages 1-19, April.
    12. Sushant Kumar & Ankit Mehrotra & Muhammad Zafar Yaqub & Bhumika Gupta & Vaishali Agarwal, 2025. "The Role of Values and Attitude in Food Waste Reduction: Exploring Ideal Sustainable Business Strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 34(2), pages 2341-2360, February.
    13. Huan Zhang & Khaoula Omhand & Huaizheng Li & Aqeel Ahmad & Sarminah Samad & Darie Gavrilut & Daniel Badulescu, 2022. "Corporate Social Responsibility and Energy-Related Pro-Environmental Behaviour of Employees in Hospitality Industry," IJERPH, MDPI, vol. 19(23), pages 1-19, December.
    14. Muhammad Sanaullah Shah & Cisheng Wu & Zia Ullah, 2021. "The Inter-Relationship between CSR, Inclusive Leadership and Employee Creativity: A Case of the Banking Sector," Sustainability, MDPI, vol. 13(16), pages 1-17, August.
    15. Shih-Hao Wu & Stephen Chi-Tsun Huang & Ching-Yi Daphne Tsai & Yu-Xuan You, 2026. "Enhancing the Impact of Corporate Social Responsibility on Organizational Citizenship Behaviour: Unveiling Key Mediators and their Sequential Effects," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 17(2), pages 4926-4948, April.
    16. Javier Martínez‐Falcó & Bartolomé Marco‐Lajara & Patrocinio Zaragoza‐Sáez & Eduardo Sánchez‐García, 2024. "The effect of organizational ambidexterity on sustainable performance: A structural equation analysis applied to the Spanish wine industry," Agribusiness, John Wiley & Sons, Ltd., vol. 40(4), pages 773-803, October.
    17. Hui Zhang & Shaoheng Li & Wenan Hu & Zhixin Zhang, 2024. "Conformity or differentiation: How corporate social responsibility affects employee behaviour in China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(6), pages 5174-5188, November.
    18. Naveed Ahmad & Zia Ullah & Asif Mahmood & Antonio Ariza-Montes & Alejandro Vega-Muñoz & Heesup Han & Miklas Scholz, 2021. "Corporate Social Responsibility at the Micro-Level as a “New Organizational Value” for Sustainability: Are Females More Aligned towards It?," IJERPH, MDPI, vol. 18(4), pages 1-14, February.
    19. Wang, Shuguang & Sun, Luang & Iqbal, Sajid, 2022. "Green financing role on renewable energy dependence and energy transition in E7 economies," Renewable Energy, Elsevier, vol. 200(C), pages 1561-1572.
    20. Shehawy, Yasser Moustafa & Ali Khan, Syed Md Faisal, 2024. "Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    More about this item

    Keywords

    ;
    ;
    ;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sdo:regaec:v:34:y:2025:i:2_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marisa Chas-Amil (email available below). General contact details of provider: https://edirc.repec.org/data/feusces.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.