Abstract
Abstract:
The global business environment and hospitality industry have followed the trend of showing a significant increase in environmentally friendly (EF) practices and facilities. Generation Y consumers are a socially conscious generation), who are known to think of the negative impact on the environment. Internationally, consumers have become more aware and action-orientated of the greening trend, as there is an increased market demand towards environmentally friendly business approaches. The objective of the study was to identify the perceived impact of environmentally friendly facilities and practices that Generation Y consumers have towards the greening trend within the hospitality industry. The research followed a quantitative survey research design, with a non-probability convenience sample of 100 personally administrated questionnaires that were completed, collected and analysed. The results indicated that Generation Y consumers have shown a shift towards requesting greening within hotels but not to the extent of international consumers. The findings agreed with international research in terms of respondents having a positive environmental awareness, showing that 83% were willing to stay in a green hotel. Respondents generally agreed to environmentally friendly facilities and practices within hotels. Generation Y consumers in South Africa have moved consciously towards demanding greening within the hospitality industry, which will have a positive impact on the hotel market. This trend is expected to grow to match international positive perceptions of greening within the hospitality industry. An increased effort by hotels to promote greening would increase awareness and improve the competitive advantage of these.