Abstract:

The preferences of customers in the restaurant and hospitality industry strongly depend on national characteristics, fashion and the spread of certain behavioral patterns. Therefore, it is important to reveal how the increase in the popularity of pro-ecologically oriented ideas and healthy food can affect some industries. It is sociological legitimate to select the population of people from Generation Z as a research group that is currently entering the market with new ideas and new needs to satisfy them. The specific aims of this paper are: (1) to explore the Generation’s Z attitude to eco food and green restaurants; (2) to conduct a comparison between representatives of Generation Z in three Middle and Eastern European countries: Poland, Bulgaria and Ukraine, concerning this attitude. The article presents the main characteristics of the Generation Z. From the perspective of social sciences, What distinguishes people classified as the Generation Z is presented. This study presents a discussion on the results of empirical research covering the attitude of Generation Z to pro-ecological activities and lifestyle, green food and projection of consumer behavior towards the creation of green—food restaurants.