Gender differences in motivations to consume in restaurants with environmentally sustainable practices

Abstract

Modern tourism increasingly emphasizes sustainable and environmentally responsible practices, with green restaurants playing an important role by implementing environmental protection measures, energy-efficient operations, and the use of fresh local products. This study examines tourists’ motivations for dining in environmentally sustainable restaurants and explores gender differences in these motivations. The research was conducted in the Republic of Serbia, with Vrnjačka Banja, the country’s leading spa destination, serving as the study area. Data were collected between August and October 2025 through a structured questionnaire using a seven-point Likert scale. Descriptive statistics were applied to assess respondents’ motivations, while gender differences were analyzed using the Mann–Whitney U test. The findings indicate a generally high level of motivation to visit green restaurants, particularly for experiencing local culture and exploring new food tastes. Statistically significant gender differences were identified, with female respondents demonstrating stronger preferences for environmentally sustainable restaurant choices. The results suggest that tourists increasingly recognize the importance of sustainability and circular tourism principles, highlighting the need for further development of green gastronomic offerings in Serbia. By providing evidence from an underexplored context, this study contributes to the sustainable hospitality literature by identifying gender-based motivational patterns and offering practical implications for market segmentation, green restaurant management, and sustainable tourism development.