This mixed-method dissertation explores the barriers, drivers, and antecedents of pro-environmental behavior in tourism, with a focus on Generations Y and Z. Based on interviews with Generation Z consumers, the first study identifies primarily low motivation, but also limited knowledge, and restricted opportunities as key barriers to pro-environmental travel engagement. It proposes structural and informational interventions to make eco-friendly options more appealing and accessible. The second study delves into Reddit discussions, uncovering that while users recognize the link between tourism and climate change, low self-efficacy and ten perceived barriers hinder important behaviors. The findings provide insights into which tourism choices are important for consumers when striving to minimize their climate impact. The third study draws on survey data to compare Generations Y and Z on psychological constructs influencing their pro-environmental behavior. The results show that Generation Y reports higher levels of psychological empowerment and perceived social norms. Perceived behavioral control is identified as the strongest predictor of personal norms, followed by psychological empowerment and awareness of consequences. The study also reveals a striking gap: while 65% of respondents report strong personal norms to protect the environment, less than 3% of the total sample chose to learn more about eco-friendly travel when given the opportunity in the online setting. The fourth study, also survey-based, examines how subjective knowledge, awareness of consequences, environmental concern, and psychological empowerment influence personal norms and behavioral intentions. A moderation analysis finds that environmental concern has a stronger impact among individuals with higher objective environmental knowledge. The dissertation presents key lessons learned during the PhD journey, offering a discussion of strengths, areas for improvement, and integrated insights from all studies.

Denna avhandling som är baserad på en blandad metodansats undersöker barriärer, drivkrafter, och faktorer som påverkar miljövänligt beteende inom turism med fokus på Generation Y och Z. Den första studien, som bygger på intervjuer med konsumenter från Generation Z, identifierar framför allt låg motivation, men även begränsad kunskap och begränsade möjligheter som centrala hinder för engagemang i miljövänligt resande. Studien föreslår strukturella och informativa åtgärder för att göra miljövänliga alternativ mer tilltalande och tillgängliga. Den andra studien undersöker diskussioner på Reddit och avslöjar att även om användare inser kopplingen mellan turism och klimatförändringar, hindras viktiga beteenden av låg självförmåga och tio upplevda barriärer. Resultaten ger insikter om vilka val inom turism som är viktiga för konsumenter som strävar efter att minimera sin klimatpåverkan. Den tredje studien bygger på enkätdata och jämför Generation Y och Z utifrån psykologiska faktorer som påverkar miljövänligt beteende. Resultaten visar att Generation Y rapporterar högre nivåer av psykologisk egenmakt och upplevda sociala normer. Upplevd beteendekontroll identifieras ha störst påverkan på personliga normer, följt av psykologisk egenmakt och medvetenhet om konsekvenser. Studien visar också ett signifikant gap: medan 65% av respondenterna rapporterar starka personliga normer för att skydda miljön, valde mindre än 3% av det totala urvalet att lära sig mer om miljövänligt resande när de fick möjlighet i den digitala miljön. Den fjärde studien, som också bygger på enkätdata, undersöker hur subjektiv kunskap, medvetenhet om konsekvenser, miljöoro och psykologisk egenmakt påverkar personliga normer och beteendeintentioner. En moderationsanalys visar att miljöoro har större effekt bland individer med hög objektiv miljökunskap. Avhandlingen presenterar centrala lärdomar från doktorandresan och innehåller en diskussion om styrkor, förbättringsområden och integrerade insikter från samtliga studier. 

Purpose

This study aims to gain insights into the drivers and inhibitors of proenvironmental behaviors (PEB) among Gen Z tourists through the lens of the goal-framing theory (GFT) and the motivation–opportunity–ability (MOA) framework. It also aims to propose interventions for promoting proenvironmental tourist behaviors.

Design/methodology/approach

A qualitative approach was adopted, building on 20 in-depth interviews with Swedish teenagers. The thematic data analysis was guided by a conceptual model integrating MOA and GFT.

FindingsThe findings indicate that teenagers primarily lack motivation for eco-friendly travel. Their ability is hindered by limited knowledge, while low involvement in travel decisions and unsupportive destination norms restrict their opportunities. Overcoming these challenges requires interventions that boost engagement in PEB through informational and structural strategies, making eco-friendly options more affordable, efficient, enjoyable and desirable.

Originality/value

To the best of the authors’ knowledge, this study is among the first to combine MOA and GFT, providing an in-depth exploration of the drivers and inhibitors of proenvironmental travel among Gen Z tourists.

Tourism contributes to climate change through CO2 emissions, and stakeholders must work together to reduce the negative impact of the industry. Therefore, this study explores online travel discussions on Reddit to investigate consumers’ beliefs regarding self-efficacy and barriers to climate change mitigation. The study relies on combining machine learning and thematic analysis. The results show that the intersection of tourism and climate change fosters extensive online engagement, indicating that many users are aware that travel and climate change are connected. However, self-efficacy was low overall, or not manifested in users’ contributions. Further, at least 10 barriers to climate change mitigation were identified. Suggestions on how to overcome such barriers and increase efficacy beliefs are discussed, and directions for future research are given.

This purpose of this paper is to describe perceptions and attitudes of the young generations’ (Y and Z) toward tourism travel in times of Covid-19. Green behavioral intention is studied along with Covid-19-related concepts to see if there is any interplay between these variables. The study takes a semi-longitudinal approach, with data collected through an online survey in July 2020 and July 2021. In total, 722 Swedish men and women between 18 and 40 years responded to the survey. Results are presented at the conference.