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

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.