Generation Z consumers value sustainability and affordable accommodation. To target this demographic and gain a competitive edge, hotels should adopt socially responsible practices. Implementing a well-crafted CSR plan lays the foundation for sustainable development, that can lead to enhancing long-term financial performance of hotel companies. Few studies have explored environmentally friendly or green economy hotels. This study investigates consumer willingness to pay for green economy hotels, using a DCE and conjoint analysis to uncover generational differences. Findings reveal that Generation Z consumers exhibit a higher willingness to pay for environmentally sustainable economy hotels. The results indicate that due to an increased maximum willingness to pay for green features and green brand perception, economy hotels could charge up to $36 USD more for green economy hotel rooms. This research provides valuable insights for identifying consumer’s willingness to pay with and consumer segmentation among Generation Z and non-Generation Z consumers.

Z 世代消费者重视可持续性和经济实惠的住宿。为了瞄准这一人群并获得竞争优势，酒店应采取对社会负责的做法。实施精心设计的企业社会责任计划可为可持续发展奠定基础，从而提高酒店公司的长期财务绩效。很少有研究探索环保或绿色经济酒店。本研究利用 DCE 和联合分析来调查消费者对绿色经济酒店的支付意愿，以揭示代际差异。调查结果显示，Z 世代消费者表现出更高的支付环境可持续经济酒店的意愿。结果表明，由于对绿色功能和绿色品牌认知的最大支付意愿增加，经济型酒店可能会对绿色经济型酒店客房收取高达 36 美元的费用。这项研究为确定 Z 世代和非 Z 世代消费者的支付意愿以及消费者细分提供了宝贵的见解。