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- W4382987216 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." @default.
- W4382987216 created "2023-07-04" @default.
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- W4382987216 date "2023-07-03" @default.
- W4382987216 modified "2023-10-02" @default.
- W4382987216 title "Determinants of generation Z pro-environmental travel behaviour: the moderating role of green consumption values" @default.
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- W4382987216 doi "https://doi.org/10.1080/09669582.2023.2230389" @default.
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