Consumer Attitudes Toward Green Hospitality in Greece

Greek consumers support environmentally responsible hospitality and food service businesses—but grow cautious when sustainability translates into higher prices. According to Coca-Cola Hellenic Bottling Company’s nationwide study, ‘Sustainability in the HORECA Sector: What Consumers Want’, conducted with the Athens University of Economics and Business, recycling, water and energy efficiency, and sustainable procurement are seen as core business responsibilities. Eight in ten respondents prioritize responsible sourcing, while nearly nine in ten emphasize proper waste management and energy efficiency. The picture shifts markedly when green strategies are linked to increased costs: though half consider environmental attributes when choosing a restaurant or accommodation, one in three flatly rejects any financial burden. Even among those willing to contribute, tolerance is limited to price increases of just 2%–5%, revealing clear limits to eco-consciousness amid rising living costs. Filippos Kyriktsos, President of the Environmental Recycling Company (OEA), called this stance reasonable—given consumers’ existing financial strain—and stressed that sustainability initiatives should reduce operational costs, not pass them on. Trust also remains a major barrier: two-thirds express uncertainty about whether businesses truly implement the sustainability practices they promote. Distrust targets not sustainability itself, but its authenticity—making transparency, certifications, and clear on-site communication decisive factors. Notably, around 3,200 businesses—mostly SMEs—have joined Coca-Cola Hellas’ Zero Waste HORECA program over the past three years, with measurable environmental performance improvements recorded between 2024 and 2025—proving that ecological responsibility and economic viability can go hand in hand.