Generation gap in sustainable travel behaviors: Gen Y vs. Gen Z

Abstract

Despite the increasing importance of sustainable travel behaviors among young travelers, research on this topic is still very limited. The purpose of this study was to examine the differences in sustainable travel behaviors between Gen Y and Gen Z. A survey of Vietnamese people was conducted in 2020, and 446 responses were used for empirical analyses. Results indicate that the two generations share similarities in their opinions on sustainable tourism-related concepts, including “environmental consciousness,” “biospheric value orientation,” “personal norms,” and “sacrifice for environment.” Gen Y appears to have a significantly higher environmental awareness than Gen Z. For sustainable travel behaviors, several items show significant differences between generations. Gen Z tends to act sustainably while they are planning a trip, while Gen Y is active in practicing sustainable travel behaviors while they are on-the-move. Gen Y and Gen Z share similarities in their travel behaviors toward waste reduction, their open-mindedness to experience new things, and their protection of resources. Results imply that generational cohorts could be used as an important variable in tourism market segmentation for sustainable tourism management. Practical implications to promote Gen Y’s and Gen Z’s practice of sustainable travel behaviors are discussed. Directions for future research are also addressed.