Consumer behaviour towards sustainable business practices: insights from baby boomers and X, Y, Z generational segments

Abstract

This study aims to explore generational differences in consumer attitudes towards sustainable business
practices of hospitality and tourism firms. The empirical study adopts a quantitative research methodology
based on survey data collection technique using a self-administered questionnaire. ANOVA
tests were conducted to determine significant differences between four tested groups. The Tukey HSD
test was used to conduct detailed multiple Post-hoc comparative analysis. Findings suggest that there
is a significant difference between four generations in their attitudes regarding community and naturebased
sustainable business practices of hospitality and tourism companies, while there is no difference
regarding eco-friendly business concepts.
This empirical quantitative research advances the generational theory as applied to hotel and restaurant
business as well as tourism sectors by exploring behavioral differences and similarities between
Baby boomers and X, Y, Z generational segments. On the other hand, it contributes empirical evidence
to the holistic knowledge on generational consumer behavior in the under-researched context of Kazakhstan.