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Social pressure, social media and COVID-19 are shaping young people's environmental attitudes.
Generation Z pays particular attention to climate-friendly travel and environmentally conscious mobility on site.
Avoiding waste and focusing on local offers are among the most important sustainable behaviors.
Young people see responsibility in themselves, but also in companies, destinations and politics.
Summary of the study
The study examines how young people of Generation Z perceive environmental issues in tourism and which factors influence their intention to behave responsibly when traveling. In four focus groups, their attitudes towards sustainability and specific behavioral approaches on vacation were recorded qualitatively. The results show that social influences - in particular social media, social pressure and the COVID-19 pandemic - play a central role in the development of environmental attitudes. When traveling, Generation Z attaches particular importance to climate-friendly mobility, waste avoidance and supporting local providers. At the same time, respondents see responsibility not only for themselves, but also for tourism companies, destinations and governmental frameworks. The study thus expands the understanding of sustainable behavior among young travelers and provides information for tourism stakeholders who want to specifically promote sustainable offers.
Key findings of the study
Social influences shape attitudes:
Young people's environmental attitudes are primarily influenced by social pressure, social media and the COVID-19 pandemic.
Mobility is at the center of responsible action:
Generation Z pays particular attention to climate-friendly travel and local mobility and tries to offset or avoid air travel wherever possible.
Sustainable behavior is particularly evident in waste avoidance and local offers:
Respondents value waste avoidance, resource-conserving behavior and supporting local businesses and cultures.
Responsibility is distributed among several stakeholders:
Young people see responsibility not only for themselves, but also for tourism companies, destinations and government agencies, which should create suitable framework conditions.