THE ROMANIAN YOUNG GENERATION'S WILLINGNESS TO CONSUME GREEN HOSPITALITY PRODUCTS

Abstract

The hospitality industry generates environmental degradation through the construction of buildings, waste disposal, and water usage. Nowadays, a large number of customers show increased environmental awareness, being willing to pay more for environmentally friendly products/services. In Romania institutional arrangements to generate awareness of the necessity of sustainable development were numerous, exemplifying in this respect the actions carried out by the Ministry of Environment and Sustainable Development for introducing the european eco-label for tourist accommodation services and the camping services, as well as for promoting the use of the eco-label in Romania among interested hotels and guesthouses. Based on these aspects, the article presents the results of a quantitative marketing research conducted among the young generation from Brașov county. The main objectives of the research consist in identifying the level of information among Romanian young consumers of accommodation services from Brasov county regarding the eco-certification and environmental management systems applied in the Romanian hospitality industry and, also, to identify their intentions to consume the green accommodation products.

Keywords

• Environmental awarness
• hospitality industry
• green accommodation units
• young generation
• quantitative marketing research.