Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India

Marek Nowacki, Joanna Kowalczyk-Anioł and Yash Chawla
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Marek Nowacki: Institute of Applied Sciences, WSB Merito University in Poznań, 61-895 Poznań, Poland
Joanna Kowalczyk-Anioł: Faculty of Geographical Sciences, University of Łódź, 90-142 Łódź, Poland

Sustainability, 2023, vol. 15, issue 10, 1-17

Abstract: Using PLS-SEM, this article proposes and verifies a model among Gen Z that captures the relationship between attitudes towards the environmental ecosystem and green tourism, personal and social norms regarding pro-environmental behaviour, perceived behavioural control, perceived green image of destinations (PGID), behavioural intentions regarding green holiday destinations (GHD), and willingness to pay (WTP) more for visiting them. The paper also verifies whether intercultural differences exist in the relationships between these variables. The most important results indicate that (1) for Gen Z, the perceived green image of destinations has the strongest impact on intention to travel to green holiday destinations; (2) the proposed variables explain the willingness to visit green holiday destinations to a much greater extent than the WTP a higher price for such trips. This study contributes to the literature concerning generational changes in tourism, pro-environmental (transition) planning, and the growing green economy and marketing.

Keywords: pro-environmental behaviour; sustainable tourism; willingness to pay more; green image; green tourism destinations; theory of planned behaviour (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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