Turning persuasion into participation: how Gen Z tourists respond to carbon surcharge communication

Abstract

This study investigates how Generation Z tourists form support for carbon-surcharge communication in tourism, using Vietnam as an emerging-economy case. A sequential explanatory mixed-methods design combined quantitative modelling (n = 255) with qualitative interviews (n = 32). Integrating the Elaboration Likelihood Model with the Capability, Opportunity, Motivation–Behaviour (COM-B) framework, results show that support arises from cognitive understanding built through strong arguments and clear information, affective engagement sustained by balanced emotions, and moral – social motivation grounded in fairness, verification, and peer visibility. Environmental concern moderates message processing, strengthening systematic elaboration among highly concerned individuals. An exploratory direct association further indicates that greater concern enhances attention to carbon information irrespective of framing. Behavioural intention emerges when transparent and trustworthy systems enable moral conviction to become action, highlighting the psychological and contextual conditions that convert persuasive carbon-surcharge communication into low-carbon engagement.