Generation Z and sustainable tourism: exploring the influence of pro-environmental tourism UGC engagement

This study investigates how pro-environmental tourism user-generated content (UGC) engagement can positively affect sociological factors, such as subjective norm, pro-environmental self-identity and social identity, which in turn, influence Generation Z’s willingness to adopt pro-environmental tourism behavior. From a methodological perspective, this study employed an online survey technique. We collected 532 valid responses from individuals aged 15- 24 years. To estimate the hypothesized relationship between variables we performed a partial least squares structural equation modeling. Empirical findings indicate that pro-environmental tourism UGC engagement positively affects subjective norm, pro-environmental self-identity and social identity. Furthermore, pro-environmental tourism UGC engagement has a positive indirect effect on willingness to adopt pro-environmental tourism behavior.