Determinants of generation Z’s pro-environmental travel behavior: The moderating role of green consumption values

Abstract

Although tourism is a crucial industry in many countries and its contribution to the global economy is undeniable, this rapid growth has also brought negative impacts on the environment. Hence, the ultimate aim of this research is to identify the key determinants of Generation Z's pro-environmental travel behavior, and evaluate the moderation effects of Green consumption value and Green-self efficacy. Regarding the survey format, an online form was distributed to students from various universities in Ho Chi Minh City, including questions on demographics and research topics. The data collection process from respondents was conducted over a 1 month, from December 2024 to January 2025. Subsequently, all data were processed and analyzed via two tools, SPSS 18.0 and SmartPLS 3. Due to the cultural differences of the respondents, the findings in our study showed many differences in the final results, especially the moderator variables since their effects were rejected. In conclusion, despite limitations, this study’s results also demonstrated considerable contributions to practical and theoretical implications.