Exploring the pro-environmental behavioral intention of Generation Z in the tourism context: the role of injunctive social norms and personal norms

Abstract

The present research attempts to understand whether the members of Generation Z are willing to opt for sustainable transportation modes or book an eco-friendly hotel while they are planning a journey. On the theoretical side, this research assumes a normative perspective to investigate the two-abovementioned pro-environmental behaviors. Specifically, the injunctive social norms construct is integrated with the norm activation model to evaluate both the effect of contextual factors and intrinsic/personal motivations. To collect data a survey was distributed online. A total of 785 young Italians aged between 15 and 24 participated in this research. Descriptive statistics, crosstabs, and structural equation modelling were performed to analyze data. Results show that personal norms constitute the main predictor. Injunctive social norms exert a positive effect on Generation Z’s intention to opt for sustainable transportation modes both directly and indirectly through personal norms. Injunctive social norms do not have a significant direct effect on the intention to choose an eco-friendly hotel. However, injunctive social norms influence Generation Z’s intention to choose an eco-friendly hotel indirectly through personal norms.

Keywords:

• Generation Z
• injunctive social norms
• norm activation model
• pro-environmental behavior
• sustainable tourism

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Mario D’Arco

Mario D’Arco is a research fellow in the Department of Law, Economics, Management and Quantitative Methods (DEMM), University of Sannio, Benevento, Italy. He graduated in Semiotic at the University of Bologna and has a Ph.D. in Marketing and Communication. His main research interests include marketing, consumer behavior, branding, and sustainability issues.

Vittoria Marino

Vittoria Marino is a full professor in the Department of Law, Economics, Management and Quantitative Methods (DEMM), University of Sannio, Benevento, Italy. She teaches several courses: Marketing, Service management, and Strategic marketing . Her main interests are marketing, consumer behavior, sustainability issues, and branding.

Riccardo Resciniti

Riccardo Resciniti is a full professor in the Department of Law, Economics, Management and Quantitative Methods (DEMM), University of Sannio, Benevento, Italy. He teaches Marketing and International marketing management. His main interests are marketing, social marketing, multichannel management, and sustainability issues.