Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India

Abstract

Using PLS-SEM, this article proposes and verifies a model among Gen Z that captures the relationship between attitudes towards the environmental ecosystem and green tourism, personal and social norms regarding pro-environmental behaviour, perceived behavioural control, perceived green image of destinations (PGID), behavioural intentions regarding green holiday destinations (GHD), and willingness to pay (WTP) more for visiting them. The paper also verifies whether intercultural differences exist in the relationships between these variables. The most important results indicate that (1) for Gen Z, the perceived green image of destinations has the strongest impact on intention to travel to green holiday destinations; (2) the proposed variables explain the willingness to visit green holiday destinations to a much greater extent than the WTP a higher price for such trips. This study contributes to the literature concerning generational changes in tourism, pro-environmental (transition) planning, and the growing green economy and marketing.

Young Segment Attitudes towards the Environment and Their Impact on Preferences for Sustainable Tourism Products

“…Nowacki et al [22] found that the perceived green image of a destination has the strongest impact on Gen Z's intention to travel to a destination and that this perception has more impact than the pro-environmental attitudes towards green tourism and personal norms. They concluded that the WTP and extra premium are more significant for Gen Z than for other generations.…”

Destination psychological ownership, environmental awareness and sustainable practices: A study among inbound UK and Chinese adults of Generation Zs

“…There needs to be more studies on cultural differences among Gen Z [4,69] , which affects their behaviors towards sustainable tourism [70,71] . The present research has focused on two culturally different Gen Zs from China (Asia) and the UK (Europe).…”

“…Sustainable behavior has recently become a hot topic among practitioners and academicians [2,3] . Till now, there is room to contribute to the arena of tourists' behavior towards sustainability, and future research is recommended [4] . Plenty of research examined tourist behavior using generational analysis [5,6] , such as the Baby Boomer generation [7] , Generation Y [8] and Millennials [9] .…”

“…Plenty of research examined tourist behavior using generational analysis [5,6] , such as the Baby Boomer generation [7] , Generation Y [8] and Millennials [9] . Generation Z's adult members recently entered the international tourism market [4] . After the post-pandemic era, tourism has emerged as a standard global social activity where Gen Z participation has exponentially increased [10,11] .…”

An Exploratory Research to Reveal the Habits, Motivations, and Tendencies of Generation Z to Use Social Media Platforms as A Leisure Activity

“…In this respect, this study aims to shed light on the usage habits, behavioral tendencies, and motivations of Gen-Z based on their leisure time activities on SMPs and to pioneer the creation of modern marketing strategies by revealing their behavioral patterns on SMPs as an important consumer segment. Considering that Gen-Z will be the main consumer of tourism products in the future (Nowacki et al, 2023), it is crucial to reveal the habits, motivations, and tendencies of the generation members in using SMPs in a holistic manner to create new marketing strategies and make the necessary plans (Uysal, 2022;Tanase et al, 2023). As underlined by Robinson and Schanzel (2019), generation-based research that identifies different consumer groups and their specific needs and desires plays a key role in the development of marketing strategies for businesses and industries.…”