Exploring the Environmentally Responsible Behavior of Generations Y and Z from a Cross-Cultural Perspective in the Context of Nature-Based Tourism

Peifang Lu, Wongladda Weerapaiboon and Chinsu Lin ()
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Peifang Lu: Department of Forestry and Natural Resources, National Chiayi University, Chiayi City 600355, Taiwan
Wongladda Weerapaiboon: Faculty of Management Science, Silpakorn University, Phetchaburi Province 76120, Thailand
Chinsu Lin: Department of Forestry and Natural Resources, National Chiayi University, Chiayi City 600355, Taiwan

Land, 2023, vol. 12, issue 10, 1-15

Abstract: There are increasing numbers of studies involving Generation Y and Generation Z, as these generations represent the present and future generations and drive the conservation of biodiversity and sustainable development of the natural environment. Environmentally responsible behavior is the key feature for diagnosing how people think and react to the environment where they are situated. This study investigates and analyzes the relevant influencing factors of nature tourists from Generation Y and Generation Z in Taiwan, Thailand and Vietnam regarding their performance of environmentally responsible behaviors and compares the differences of these factors among the three groups. The study analysis methods were regression analysis and one-way analysis of variance (ANOVA). Based on the research results, we verified three factors related to environmentally responsible behavior, pro-ecological worldview, environmental attitude and situational factors. A pro-ecological worldview will indirectly affect environmentally responsible behavior within the three groups. Situational factors directly and indirectly significantly affect environmental attitudes and environmentally responsible behavior in the three groups. In addition, these three groups have significant differences in the average recognition of pro-ecological worldview, environmental attitude, and situational factors and thus environmentally responsible behavior. The overall result reveals that the Thai group tended to have better recognition than that of the Taiwanese and Vietnamese groups. However, all the participants among the groups agreed on the importance of nature preservation and would like to support environmental protection.

Keywords: nature-based tourism; environmentally responsible behavior; pro-ecological worldview; environmental attitude; situational factor; sustainable development (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2023
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