University of Oulu

Seyfi, S., Hall, C.M., Vo-Thanh, T., & Zaman, M. (2022). How does digital media engagement influence sustainability-driven political consumerism among Gen Z tourists?. Journal of Sustainable Tourism.

How does digital media engagement influence sustainability-driven political consumerism among Gen Z tourists?

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Author: Seyfi, Siamak1; Hall, C. Michael1,2,3,4,5; Vo-Thanh, Tan6;
Organizations: 1Geography Research Unit, University of Oulu, Oulu, Finland
2Department of Management, Marketing and Entrepreneurship, University of Canterbury, Christchurch, New Zealand
3School of Business and Economics, Linnaeus University, Kalmar, Sweden
4Centre for Research and Innovation in Tourism, Taylor’s University, Subang Jaya, Malaysia
5College of Hospitality and Tourism Management, Kyung Hee University, Seoul, South Korea
6Department of Marketing - CEREGE (UR 13564), Excelia Business School, France
7Department of Marketing, EM Normandie Business School - Métis Lab, Le Havre, France
Format: article
Version: accepted version
Access: embargoed
Persistent link:
Language: English
Published: Informa, 2022
Publish Date: 2024-02-19


Digital media encourages the engagement of younger generations in civic life and increases their political consumption. Using a lifestyle politics perspective as a theoretical lens and situated in literature on political consumerism and consumer sustainable behaviour, this study demonstrates how digital media engagement drives the construction and mobilization of political consumerism among a Gen Z cohort in a developing country context. A qualitative analysis illustrates how digital media enables sustainability-driven political consumerism. Digital media and social media networks reinforce engagement in tourism-related boycotting and buycotting behaviors as expressions of political consumerism among Gen Z’ers. A novel framework indicating a spectrum of digital political consumerism that divides activism behaviors into spectator, transitional, and gladiatorial activities is developed. This study highlights that GenZ interest in political and ethical consumption is not just a Western practice although political consumerism varies between and across societies, cultures and polities. By applying the tenets of lifestyle politics theory, the study enriches the literature by providing a grounded generational understanding of tourists’ ethical consumption as a political practice. The study offers recommendations for understanding ethically and politically motivated consumption behaviours and practices of a young traveler cohort.

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Series: Journal of sustainable tourism
ISSN: 0966-9582
ISSN-E: 1747-7646
ISSN-L: 0966-9582
Volume: In press
Issue: In press
DOI: 10.1080/09669582.2022.2112588
Type of Publication: A1 Journal article – refereed
Field of Science: 520 Other social sciences
Copyright information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Sustainable Tourism on 19 Aug 2022, available at: