Identifying constraints on Gen Z’s path toward ethical tourism consumption and practices

Siamak Seyfi (siamak.seyfi@oulu.fi), C. Michael Hall, Jarkko Saarinen, Mustafeed Zaman and Tan Vo-Thanh (vothanht@esc-larochelle.fr)
Additional contact information
Siamak Seyfi: Taylor’s University, University of Oulu [Finland] = Oulun yliopisto [Suomi] = Université d'Oulu [Finlande]
C. Michael Hall: Taylor’s University, University of Canterbury [Christchurch], Linnaeus University, University of Oulu [Finland] = Oulun yliopisto [Suomi] = Université d'Oulu [Finlande]
Jarkko Saarinen: University of Oulu [Finland] = Oulun yliopisto [Suomi] = Université d'Oulu [Finlande]
Mustafeed Zaman: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Tan Vo-Thanh: CERIIM - Centre de Recherche en Intelligence et Innovation Managériales - Excelia Group | La Rochelle Business School, Excelia Group | La Rochelle Business School

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Abstract: Gen Z's interest in ethical consumption, including tourism, is growing in response to pressing global challenges. However, there is limited research on the constraints tied to the ethical travel decisions of this young cohort of travelers. This qualitative study, grounded in the theory of constraints and ethical consumerism literature, addresses this gap. The findings reveal multi-layered and interrelated constraints categorized as intrapersonal (cognitive dissonance, risk aversion, consumption inertia), interpersonal (green stigma, family dynamics, social comparison), and structural (limited accessibility, financial restrictions). This study extends the theory of constraints by showing that these constraints do not act in isolation but interact dynamically, with intrapersonal constraints often triggering interpersonal and structural ones, while certain barriers reinforce others. Unlike previous research that treats these constraints as independent, our findings reveal their sequential and context-dependent nature, offering new insights into how these constraints interrelate in shaping ethical travel decisions and practices. By highlighting the complexity of ethical decision-making—including conflicting principles, ambiguity, and social influences—this study offers a novel, theoretically-grounded perspective on the constraints faced by Gen Z, often labelled the "greenest" generation. Practically, these findings inform targeted interventions and policy initiatives to enable ethical tourism.

Date: 2024-10-25
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Published in Journal of Sustainable Tourism, 2024, pp.1-19. ⟨10.1080/09669582.2024.2418967⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04973794

DOI: 10.1080/09669582.2024.2418967

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