GREEN SERVICE REVOLUTION: HOW HORECA IS TRANSITING TO SUSTAINABLE FORMATS

Abstract

Relevance of the study: The HoReCa sector is undergoing a profound transformation caused by changing consumer expectations, global environmental challenges and growing demands for corporate responsibility of business. The green service revolution is becoming one of the leading directions in the development of the industry, because it is a sustainable approach to doing business that today determines the competitiveness of enterprises in the international market. In the conditions of the post-war recovery of Ukraine, the issue of implementing environmentally friendly strategies in the hospitality sector is gaining particular importance, as it combines the tasks of economic revival, social integration and environmental safety. Subject of the study: the subject of the study is the process of forming and implementing green transformation in the HoReCa sector as a key factor in the sustainable development of service industry enterprises, considering social, economic and technological aspects. Purpose of the study: to substantiate the conceptual principles and practical mechanisms for implementing the green service revolution in Ukraine. Research methodology: the methodological basis of the work is a systemic and interdisciplinary approach that combines methods of analysis and synthesis, comparative and structural-functional analysis, as well as the case study method to generalize environmentally friendly management practices. To reveal the social dimension of green transformation, elements of sociological analysis and principles of sustainable development defined by international documents of the UN and the EU were applied. Research results: the article outlines the key areas and mechanisms of the transition of HoReCa enterprises to sustainable business models that combine economic efficiency and social responsibility. The most common practices for implementing green technologies are highlighted: the use of energy-saving equipment, optimization of logistics processes, minimization of food waste, development of local supply chains. It is determined that the social aspect of green transformation consists in creating a safe and inclusive working environment, expanding employment and forming a new eco-culture of consumption. Particular attention is paid to the Ukrainian context, in which green modernization of HoReCa simultaneously contributes to environmental stability, restoration of tourism potential and improvement of the international image of the state. Practical significance: the results of the study can be used to develop strategies for sustainable development of hospitality enterprises, implementation of corporate environmental policies and social responsibility programs, as well as to improve educational programs in the field of management, tourism and marketing. The practical application of the proposed approaches will allow Ukrainian HoReCa enterprises to adapt to global ESG reporting standards, strengthen competitive positions and increase consumer trust. Conclusions: the green service revolution is a component of the systemic transformation of the modern economy, where sustainable development becomes the basis not only of business processes, but also of social relations. For Ukraine, this process is of strategic importance, as it combines the tasks of ecological reconstruction, social integration and economic growth. Prospects for further research include the development of green innovation management models in HoReCa, the integration of digital technologies into environmental processes, and the formation of partnerships between the state, business, and communities to ensure comprehensive sustainability of the service sector.