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

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.