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 inves- tigate 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 distrib- uted online. A total of 785 young Italians aged between 15 and 24 par- ticipated 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.