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<p>The investigation focuses on understanding the elements influencing the purchasing intentions and behavior of tourists, particularly from Generation Y (born between1981-1996) and Generation Z (born between 1981 and 1996), regarding green products. A total of 393 participants from India were involved in a structured survey using both pen and paper and Google Forms. Data were analyzed through SMART-PLS software for various analyses such as importance-performance analysis, PLS predictive investigation, and structural equation modeling (SEM). Factors like the price of green products, environmental awareness, advertising, and availability were found to strongly affect consumers’ green purchasing intent and actions. Only literate individuals participated in the research, showing valued understandings for green product growth and promotion tactics. These findings can help marketers in creating effective campaigns, manufacturers in tailoring products to consumer preferences, and governments in developing policies to encourage the adoption of green merchandise (food and other products) and eco-friendly tourism for environmental preservation.</p>

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Role of sustainability in hospitality: understanding Gen Y and Gen Z’s eco-conscious buying preferences

  • 期刊论文

  • 发表日期：

    2026年7月17日

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  • Abhay M. Vyas,
  • Gyaneshwar Singh Kushwaha

摘要

The investigation focuses on understanding the elements influencing the purchasing intentions and behavior of tourists, particularly from Generation Y (born between1981-1996) and Generation Z (born between 1981 and 1996), regarding green products. A total of 393 participants from India were involved in a structured survey using both pen and paper and Google Forms. Data were analyzed through SMART-PLS software for various analyses such as importance-performance analysis, PLS predictive investigation, and structural equation modeling (SEM). Factors like the price of green products, environmental awareness, advertising, and availability were found to strongly affect consumers’ green purchasing intent and actions. Only literate individuals participated in the research, showing valued understandings for green product growth and promotion tactics. These findings can help marketers in creating effective campaigns, manufacturers in tailoring products to consumer preferences, and governments in developing policies to encourage the adoption of green merchandise (food and other products) and eco-friendly tourism for environmental preservation.