A carregar...
Publicação
The value of environmental certification in the hospitality and tourism sector for generation Z
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.44 MB | Adobe PDF |
Autores
Resumo(s)
The present research deals with the impact of environmental certification in hospitality and tourism,
considering the consumer behavior of Generation Z. Grounded on a sample of 301 respondents in
Portugal, this paper evaluates the interplay of general prosocial attitudes and green consumption
values on receptivity towards green certificates and awards, as well as their communication. Using
structural equation modeling, this paper estimates these linkages and finds that Green Prosocial
Attitudes significantly enhance Green Consumption Values, positively affecting Green Certificates &
Awards and Receptivity to Green Communication. These factors enhance Willingness to pay more for
Green Hotels. It has been shown that consumers are more willing to pay premium prices for green
hotels as long as the green marketing strategies of the hotels are transparent and credible enough to
reduce skepticism about greenwashing. Practical implications are that hospitality businesses must
invest in getting and promoting green certification and awards to appeal to environmentally conscious
Generation Z consumers. In addition, transparency in sustainability practices is a must for generating
and keeping trust. Future studies should have a larger size and composition, with an integration of
data concerning behavior.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Generation Z Sustainable Tourism Environmental Certification Consumer Behavior Green Marketing Hospitality Industry SDG 12 - Responsible production and consumption SDG 13 - Climate action