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

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.