Gen Z and the flight shame movement: examining the intersection of emotions, biospheric values, and environmental travel behaviour in an Eastern society

Published in: Journal of Sustainable Tourism (2023)
DOI: 10.1080/09669582.2023.2254950

Overview

How do emotions and values shape the environmentally responsible travel behavior (ENVRB) of Generation Z (Gen Z)? My latest co-authored research investigates the relationship between flight shame, biospheric values, and environmental travel choices among Gen Z in India, a rapidly growing tourism market.

Using the Norm Activation Model (NAM) and advanced modeling techniques, this study reveals the critical role of emotions—such as love for nature and flight shame—in driving sustainable travel behavior, offering actionable insights for tailored tourism initiatives.

Key Findings

  1. Emotional Drivers:
    • Flight shame strongly predicts responsible travel behavior, mediating the link between emotional constructs (love for and respect for nature) and ENVRB.
    • Love for nature (LNA) plays a mediating role in fostering environmentally conscious travel, while respect for nature shows no significant effect.
  2. Environmental Concerns and Self-Assets:
    • Both are key predictors of ENVRB, highlighting the importance of cultivating personal connections to the environment.
  3. Cultural Considerations:
    • Cultural patterns in emerging economies pose unique psychological barriers, requiring tailored strategies for effective engagement.

Why This Matters

As the flight shame movement gains momentum globally, this study offers crucial insights into the emotional and value-driven factors influencing travel behavior in an Eastern context. It highlights the need for:

  • Culturally Tailored Approaches: Sustainable tourism initiatives must align with regional values and societal norms.
  • Focus on Emotional Factors: Leveraging emotional connections like love for nature can inspire sustainable behavior.
  • Engaging Gen Z Audiences: As a socially aware and environmentally conscious demographic, Gen Z plays a pivotal role in shaping the future of sustainable tourism.

Practical Implications

This research provides actionable recommendations for tourism stakeholders and policymakers:

  • Promote Emotional Connections: Develop campaigns and programs that deepen emotional ties to nature, such as immersive experiences or storytelling.
  • Address Flight Shame Positively: Encourage guilt-free, sustainable travel options that balance eco-consciousness with practical travel needs.
  • Leverage Educational Platforms: Engage Gen Z through digital media and gamification strategies to foster awareness and inspire action.

Keywords

Gen Z, travel behavior, flight shame, affective drivers, biospheric values, Eastern society.

How to Cite This Research

If you reference this work, please use the following citation:

Ante Mandić, Sandeep K. Walia, & S. Mostafa Rasoolimanesh. (2023). Gen Z and the flight shame movement: examining the intersection of emotions, biospheric values, and environmental travel behaviour in an Eastern society. Journal of Sustainable Tourism.
https://doi.org/10.1080/09669582.2023.2254950

Read the Full Paper

This article is open access! Read the complete study here: Taylor & Francis Online.

Join the Conversation

What role do emotions like flight shame play in inspiring sustainable travel? Share your thoughts on how Gen Z can lead the way toward a more sustainable tourism future.

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