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

Author

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  • Marek Nowacki

    (Institute of Applied Sciences, WSB Merito University in Poznań, 61-895 Poznań, Poland
    These authors contributed equally to this work.)

  • Joanna Kowalczyk-Anioł

    (Faculty of Geographical Sciences, University of Łódź, 90-142 Łódź, Poland
    These authors contributed equally to this work.)

  • Yash Chawla

    (Department of Operations Research and Business Intelligence, Wrocław University of Science and Technology, 50-370 Wrocław, Poland
    These authors contributed equally to this work.)

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.

Suggested Citation

  • Marek Nowacki & Joanna Kowalczyk-Anioł & Yash Chawla, 2023. "Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India," Sustainability, MDPI, vol. 15(10), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:10:p:7860-:d:1144342
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    1. Vogel, Henrik, 2023. "The influences of attitude toward responsible fashion consumption and environmental concern on Gen Z's CSR-driven fashion brand choice intention: Empirical evidence from Germany," IU Discussion Papers - Marketing & Communication 3 (November 2023), IU International University of Applied Sciences.

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