Student Perceptions of Sustainability in the HoReCa Sector: Awareness, Engagement, and Challenges

Marian Mocan (), Larisa Ivascu, Timea Agache and Andrei Agache
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Marian Mocan: Department of Management, Research Center for Engineering and Management (RCEM), Faculty of Management in Production and Transportation, Politehnica University of Timișoara, 300006 Timișoara, Romania
Larisa Ivascu: Department of Management, Research Center for Engineering and Management (RCEM), Faculty of Management in Production and Transportation, Politehnica University of Timișoara, 300006 Timișoara, Romania
Timea Agache: Department of Management, Research Center for Engineering and Management (RCEM), Faculty of Management in Production and Transportation, Politehnica University of Timișoara, 300006 Timișoara, Romania
Andrei Agache: Department of Management, Research Center for Engineering and Management (RCEM), Faculty of Management in Production and Transportation, Politehnica University of Timișoara, 300006 Timișoara, Romania

Sustainability, 2025, vol. 17, issue 14, 1-24

Abstract: The HoReCa (Hotels, Restaurants, and Cafes) sector plays a pivotal role in the economy due to its strong connections with various other industries, including agriculture, food and beverage, construction, packaging, waste management, water, and textiles. Given its broad impact, understanding the perceptions of students—emerging consumers and future professionals—could provide valuable insights for businesses seeking to enhance sustainable practices in ways that resonate with younger generations and improve their competitiveness. However, there is still limited understanding of how students perceive and engage with sustainability in this sector. This study explores student perceptions of sustainability practices within the HoReCa sector, examining their awareness levels, expectations, and behavior. The objective is to assess how effectively current business approaches align with student values regarding sustainability initiatives and identify key factors influencing their engagement. A structured questionnaire was distributed among university students, and the collected data was analyzed using statistical techniques to identify meaningful trends and correlations. Findings revealed a notable disconnect between students’ professed sustainability values and their actual behavior. Primary obstacles included price sensitivity, skepticism toward environmental marketing claims, and insufficient access to clear sustainability information from businesses. Despite supporting sustainable initiatives in principle, students often struggle to translate their values into purchasing decisions. The research suggests that greater business transparency, enhanced sustainability education, and incentive programs could foster increased student engagement.

Keywords: sustainability; HoReCa; consumer behavior; environmental awareness; circular economy (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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