The Impact of Environmental Sustainability on Travel Decisions Among the Younger Population in North Macedonia

Abstract

This study investigates the impact of environmental sustainability on the travel decisions and consumer behavior of the younger population (aged 18 to 35) within the developing tourism market of North Macedonia. Driven by the need to understand how climate awareness translates into actual travel preferences, the research fills a distinct gap in South-Eastern European sustainable tourism literature. Utilizing a quantitative survey design with a sample of 200 respondents, data were gathered through a structured online questionnaire based on a 5-point Likert scale. Empirical analysis was executed using statistical methods including Pearson correlation, One-Way ANOVA, and Linear Regression. The results demonstrate a high level of environmental awareness among young consumers, with a strong and statistically significant positive correlation between personal eco-beliefs and destination choice (r = 0.54, p < 0.01). Furthermore, inferential testing revealed that 66% of respondents are willing to pay a higher premium for certified eco-friendly accommodations. ANOVA findings confirmed significant generational differences, highlighting that the youngest subgroup (aged 18-25) exhibits the highest sensitivity toward sustainability. This paper contributes to the literature by integrating the Theory of Planned Behaviour to map pro-environmental travel choices. Practically, the findings offer destination managers, hospitality practitioners, and policymakers actionable insights to design tailored green policies, improve local micro-infrastructure, and leverage digital green platforms to capture the expanding Generation Z and Millennial market segments.