Nutrition, Hospitality, and Retailing

One of the early green measures, the Save the Earth campaign, has offered significant bottom-line savings for hotels since 1993. In the current economic recession, new green measures for emerging group of customers could offer another way of saving operating cost and conserving local environment for the hotel. As environmentally conscious Gen Yers become a frequent traveler segment, identifying green attributes they are willing to accept becomes vital. Thus, this study examines the attitudes of Gen Yers toward green practices and identifies green attributes that Gen Y males and females prefer. The results show significant differences in the attributes that each gender prefers, and offer segmentation guidelines and suggest specific environmental friendly services that would result in cost saving for Gen Yers. According to the results of a proposed model, hotel companies should make more efforts to promote their green practices to Gen Y hotel guests who are willing to pay more for them