Emotional Values and Environmentally Responsible Travel Among Generation Z

Published in: International Journal of Tourism Research
DOI: https://doi.org/10.1002/jtr.70161
Authors: Ante Mandić, Pradeep Kautish, Sandeep Walia, Siamak Seyfi

Overview

What motivates Generation Z to travel sustainably? This study explores the psychological and emotional foundations of environmentally responsible travel behaviour (ERTB) among Gen Z in India—one of the world’s fastest-growing tourism markets. Grounded in the Value–Belief–Norm (VBN) theory and enriched with emotional dimensions, the research provides new insights into how value systems and affective bonds with nature translate into pro-environmental action.

We developed the Gen Z Value–Emotion Travel Model, extending traditional behavioural theory by incorporating emotional values such as love for nature. The findings shed light on a powerful interplay between ethics, identity, and emotion that can guide more effective, targeted strategies for sustainable tourism.

Key Findings

  • Emotional Connection to Nature Shapes Behaviour
    Among Gen Z, love for nature is not a vague sentiment—it is a measurable, predictive force that strengthens pro-environmental intentions. This emotional bond mediates how values are internalised and acted upon in travel contexts.
  • Terminal and Instrumental Values Guide Sustainable Choices
    Using the Rokeach Value Survey, we found that core values like “protecting the environment,” “honesty,” and “responsibility” align strongly with behavioural norms tied to sustainability. These values are not static—they are emotionally charged and action-oriented.
  • A Refined Theoretical Contribution
    The Gen Z Value–Emotion Travel Model offers a conceptual innovation by fusing emotional, normative, and behavioural constructs. This provides a more accurate explanation of Gen Z’s environmentally responsible travel behaviour than traditional cognitive models alone.
  • Data-Driven Evidence from the Field
    Through an online survey distributed in partnership with two major airlines in India, we analysed responses from 318 Gen Z travellers. Using Structural Equation Modelling (SEM), we validated a comprehensive model that links values, emotions, beliefs, and sustainable action.

Why This Matters

The tourism sector is undergoing a generational shift. Gen Z will soon dominate global travel markets—but their decisions are not only price- or convenience-driven. This generation demands meaning, alignment, and authenticity. They are more likely to travel with a purpose—and that purpose is often tied to environmental and ethical considerations.

This study provides actionable insights into how tourism brands, policymakers, and educators can connect with Gen Z through emotionally intelligent and value-consistent messaging. It is a call to go beyond awareness and tap into the deeper emotional currents that define this generation’s relationship with travel and sustainability.

Practical Implications

  • Tourism providers should create emotionally engaging and value-based experiences that reinforce Gen Z’s identity as ethical, responsible travellers.
  • Sustainability campaigns must integrate emotional storytelling—emphasising love, awe, and care for nature—not just rational arguments or statistics.
  • Policy and education should embed emotional literacy into sustainability education and behavioural interventions.

Keywords

Generation Z; environmentally responsible travel; emotional values; Value-Belief-Norm theory; India; sustainable tourism behaviour; Rokeach values; love for nature

How to Cite This Research

Mandić, A., Kautish, P., Walia, S., & Seyfi, S. (2025). Emotional values and environmentally responsible travel among Generation Z. International Journal of Tourism Research, 27(6). https://doi.org/10.1002/jtr.70161

Read the full study here: Wiley Online Library

Leave a comment