University of Oulu

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

Determinants of generation Z pro-environmental travel behaviour : the moderating role of green consumption values

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Author: Ribeiro, Manuel Alector1,2,3; Seyfi, Siamak4,5; Elhoushy, Sayed6;
Organizations: 1School of Hospital and Tourism Management, University of Surrey, Guildford, United Kingdom
2School of Tourism & Hospitality, University of Johannesburg, Johannesburg, South Africa
3Faculty of Economics, Research Centre for Tourism, Sustainability and Well-being (CinTurs), Universidade do Algarve, Faro, Portugal
4Geography Research Unit, University of Oulu, Oulu, Finland
5Centre for Research and Innovation in Tourism (CRiT), Taylor’s University, Selangor, Malaysia
6Department of Marketing, School of Business and Management, Queen Mary University of London, London, UK
7Warnell School of Forestry and Natural Resources, University of Georgia, Athens, GA, USA
8Department of Management Studies, Centre for Hospitality and Tourism Research, Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal, India
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 2.2 MB)
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Language: English
Published: Informa, 2023
Publish Date: 2023-09-07


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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Series: Journal of sustainable tourism
ISSN: 0966-9582
ISSN-E: 1747-7646
ISSN-L: 0966-9582
Volume: In press
DOI: 10.1080/09669582.2023.2230389
Type of Publication: A1 Journal article – refereed
Field of Science: 520 Other social sciences
Funding: This paper is financed by National Funds provided by FCT – Foundation for Science and Technology (Portugal) through the project UIDB/04020/2020.
Copyright information: © 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 (, 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.