The antecedents of pro-environmental tourist behaviour of Gen Z: an eastern society perspective

Abstract

ABSTRACT This research explores the interplay between connectedness with nature, wellbeing, and pro-environmental travel behaviour among Gen Z tourists in India, extending previous research predominantly conducted in Western societies. The study shows that nature connectedness positively influences pro-environmental behaviour among Gen Z, highlighting their preference for environmentally responsible travel choices. It emphasizes the role of intrinsic values and attitudes in shaping Gen Z’s pro-environmental decision-making in Eastern societies. The research emphasizes emotional affinity, actions, awareness, and a sense of oneness in forming Gen Z’s sustainable tourist self-identity. Achieving hedonic and eudemonic wellbeing mediates the link between nature connectedness and pro-environmental travel behaviour. The research implications, limitations and avenues for research are also discussed.