In 2025, a research team consisting of Taufik Abdullah, Heri PD Setiyorini, Rijal Khaerani, Tingzhen Chen, and M. Riza Nur Sya’ban published a study examining the perspectives of Indonesia’s Generation Z on environmental responsibility in tourism and hospitality careers. Notably, Taufik Abdullah, Heri PD Setiyorini, and Rijal Khaerani are lecturers in Tourism Marketing Management, bringing academic and industry expertise to the research.

The study, conducted through online focus group discussions with 20 participants—comprising students and early-career professionals—identified two main themes. The first, Internalization of Environmental Responsibility, reflects Gen Z’s increasing awareness and integration of sustainability into personal and professional values. The second, Perceived Corporate Responsibility, reveals their expectations for companies to actively implement and lead environmental initiatives.

The findings highlight the need for collaboration between employees, local communities, and organizations. With Gen Z’s strong commitment to sustainability, the industry faces greater pressure to adopt long-term green practices.

Author: Chantika Lutfiah Anindya Wibowo