Determinants of generation Z pro-environmental travel behaviour : the moderating role of green consumption values
Ribeiro, Manuel Alector; Seyfi, Siamak; Elhoushy, Sayed; Woosnam, Kyle Maurice; Patwardhan, Vidya (2023-07-03)
Manuel Alector Ribeiro, Siamak Seyfi, Sayed Elhoushy, Kyle Maurice Woosnam & Vidya Patwardhan (2023) Determinants of generation Z pro-environmental travel behaviour: the moderating role of green consumption values, Journal of Sustainable Tourism, DOI: 10.1080/09669582.2023.2230389
© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
https://creativecommons.org/licenses/by-nc-nd/4.0/
https://urn.fi/URN:NBN:fi-fe20230907121606
Tiivistelmä
Abstract
Generation Z (Gen Z) is widely considered the most eco-conscious generation. Nonetheless, there is a dearth of empirical research on this generation’s pro-environmental travel behaviour. To address this gap, the present research aims to investigate the interplay of values (egoistic, biospheric, altruistic) and ascribed responsibility in driving the pro-environmental travel behaviour of Gen Z through the moderating role of green consumption values. Data were collected from 362 British Gen Z tourists using a structured questionnaire and analysed using SmartPLS. Results revealed that values and ascribed responsibility significantly influence environmental concern, which, in turn, affects attitudes, willingness to sacrifice, and pro-environmental travel behaviour. Furthermore, positive attitudes and willingness to sacrifice significantly affect pro-environmental travel behaviour. In addition, green consumption values moderate the relationship between attitude and willingness to sacrifice concerning pro-environmental travel behaviour. Applying a generational approach, this study enriches the theoretical understanding of tourists’ pro-environmental behaviour and highlights effective ways to promote sustainable behaviour among younger travellers.
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