The sustainability mindset and sense of responsibility of young travelers

Summary of this study

The impact of tourism on the environment is often unbalanced. To address this imbalance, there is an increased focus on environmentally conscious behavior. This study specifically examines Generation Z, as previous research has shown that their environmental behavior differs both from other generations and within Generation Z itself.

Through group discussions with young people from Generation Z, it was found that young people's environmental awareness is particularly influenced by the following three factors:

• social pressure from their environment
• Influences from social media
• Experiences from the coronavirus pandemic

In terms of their travel behavior, they attach particular importance to climate-friendly travel and environmentally friendly local transportation, avoiding waste and sustainability in the economic and social sphere.

Young people see the responsibility for sustainable tourism not only with themselves as travelers, but also with the providers of tourism services. They also call on governments and destinations to create suitable framework conditions for sustainable tourism.

These findings broaden our understanding of how young people approach the topic of environmental sustainability and which factors influence their behavior.

Findings from this study

• Generation Z's environmental awareness is triggered by social pressure, social media and the COVID-19 pandemic The influence of friends, influencers and current events shapes their sense of responsibility towards the environment
• Generation Z focuses on climate-friendly travel and local mobility, waste avoidance and economic and social sustainability. They prefer environmentally friendly means of transportation, accommodation and local products in order to reduce their ecological footprint.
• Generation Z ascribes responsibility to both the supply and demand side of tourism. They expect companies and destinations to promote and implement sustainable practices.
• Generation Z emphasizes the need for framework conditions to be created by governments and destinations. Clear guidelines, incentives and infrastructure are crucial for sustainable behavior.
• Generation Z attaches great importance to authenticity and transparency in sustainable offers. They are critical of greenwashing and prefer companies that communicate their sustainability efforts credibly.
• Generation Z is very well informed about environmental issues and values well-founded information. They actively seek out information about sustainable travel options and are willing to educate themselves further.

Publication: Sarah Schönherr & Birgit Pikkemaat (2023)