From Environmental Values to Travel Choice: A Study on Consumers of Ecolabeled Accommodations

This study examines the sociodemographic and behavioral characteristics of consumers who exhibit a greater demand for tourist accommodation services certified with the European Union Ecolabel (EU Ecolabel). Bivariate analyses were applied using contingency tables, chi-square tests, and Cramér’s V coefficients to data from the Flash Eurobarometer 535 survey, conducted in September 2023 with a representative sample of 26,630 European citizens. The findings indicate statistically significant associations between the demand for ecolabeled accommodations and variables such as gender, age, education level, occupation, and type of community. Specifically, women, individuals over the age of 40, and urban residents are more predisposed toward this type of tourism offering. However, the strongest associations are observed in attitudinal and behavioral variables. Those who place greater importance on environmental considerations in their purchasing decisions, identify as sustainable consumers, or regularly purchase ecolabeled products show considerably higher levels of demand, with medium to high effect sizes. Additionally, factors such as knowledge, trust, and other positive perceptions about certification also play a significant role in identifying this type of consumer. Moreover, consumers generally have favorable perceptions of the EU Ecolabel, although significant gaps persist in their specific knowledge of its scope. These findings offer practical implications for developing communication campaigns, public policies, and marketing strategies to promote sustainable tourism in Europe.