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XVIII^ SIM Conference

Ancona, 14-15 ottobre 2021

ISBN 978-88-943918-6-2
 Generation Z and sustainable tourism: exploring the
influence of pro-environmental tourism UGC engagement
D’Arco M, Marino V, Resciniti R.

Abstract
This study investigates how pro-environmental tourism user-generated content
(UGC) engagement can positively affect sociological factors, such as subjective
norm, pro-environmental self-identity and social identity, which in turn,
influence Generation Z’s willingness to adopt pro-environmental tourism
behavior. From a methodological perspective, this study employed an online
survey technique. We collected 532 valid responses from individuals aged 15-
24 years. To estimate the hypothesized relationship between variables we
performed a partial least squares structural equation modeling. Empirical
findings indicate that pro-environmental tourism UGC engagement positively
affects subjective norm, pro-environmental self-identity and social identity.
Furthermore, pro-environmental tourism UGC engagement has a positive
indirect effect on willingness to adopt pro-environmental tourism behavior.

Keywords: Sustainable tourism, Generation Z, Pro-environmental behavior,

Social media

1. Introduction
The current research focuses on Generation Z. This new generational cohort,
which comprises individuals born between 1997 and 2012 (Dimock, 2019), will
represent the future of the touristic sector. Therefore, exploring the factors that
positively affects their willingness to engage in pro-environmental tourism
behavior is of paramount importance for both scholars and practitioners.
Studies conducted on Generation Z have only recently appeared in tourism
academic journals (Robinson and Schänzel, 2019). The members of this cohort
are often described as environmentally conscious and aware of sustainability
issues (Monaco, 2018). However, in light of the contrasting findings emerged
in Haddouche and Salomone (2018), more evidence is needed in the field of
sustainable tourism.
With these gaps in mind, our research attempts to broaden knowledge about
Generation Z’s pro-environmental behaviors in tourism context by
investigating the influence of pro-environmental tourism UGC engagement on
sociological factors, such as subjective norm, pro-environmental self-identity
and social identity, which in turn, can positively affect individuals’ willingness
to engage in pro-environmental tourism behavior. In the next section, we
outline the theoretical background and hypotheses. Following research
methods, results, discussion and concluding remarks.

2. Theoretical background and research hypotheses

Since, members of Generation Z cannot imagine a world without the internet,
social media tools and technology (Chillakuri, 2020), we preferred to focus our
attention on the concept of pro-environmental tourism UGC engagement and
investigate its influence on some sociological factors recognized by the
academic community as predictors of the individual’s pro-environmental
behaviors in tourism context.
According to extant literature, virtual communities and social media have
generated many discussions about sustainable consumption practices and
lifestyles (Luck and Ginanti, 2013; Han et al., 2018). Therefore, the more
people engage with pro-environmental UGC, the more they can be persuaded
to change behaviors in tourism sectors. Studies have shown that online
conversations with friends, colleagues, neighbors and strangers can positively
affect people’s subjective norm (Xiang and Gretzel, 2010), which in turn,
influence a given behavioral intention. Social media platforms allow
individuals to see other’s actions, and thus they might be inspired to do the
same (Han et al., 2018). Furthermore, individuals who are engaged with a given
online community can increase a sense of in-group norms (Xiang and Gretzel,
2010). Self-identity, which is defined as the label that one uses to describe
oneself (Cook et al., 2002), has been recognized as an important individual
characteristic that influences pro-environmental behaviors (Conner and
Armitage, 1998). According to Briandana et al. (2021), social media and UGC
make a significant contribution to the formation of self-identity especially in
young generation. The exposure to UGC in the form of pictures, text or video
plays a key role also in shaping social identity (Pegg et al., 2018). As
highlighted by Tajfel (1974), social identities are derived from the groups to
which individuals belong. Therefore, if an individual views contents related to
sustainable tourism alternatives posted by members of her/his online group
(referent peers), she/he will be more likely to engage in pro-environmental
behaviors.
Based on the above discussion, the following hypotheses are derived:
H1. Pro-environmental tourism UGC engagement positively affects social
norms.
H2. Pro-environmental tourism UGC engagement positively affects pro-
environmental self-identity.
H3. Pro-environmental tourism UGC engagement positively affects social
identity.

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 H4. Social norms positively affects willingness to engage in pro-
environmental tourism behavior
H5. Pro-environmental self-identity positively affects willingness to
engage in pro-environmental tourism behavior.
H6. Social identity positively affects willingness to engage in pro-
environmental tourism behavior
H7. Pro-environmental tourism UGC engagement positively affects
willingness to engage in pro-environmental tourism behavior.

4. Methods
This study employed an online survey technique. We collected 532 valid
responses from individuals aged 15-24 years (63.5 females, 36.5 males).
Measurement scales were mainly adapted from extant literature. To measure
subjective norm (SN) we used three items adapted from Xu et al. (2020). Two
items adapted from Van der Werff et al. (2013) were used to assess pro-
environmental self-identity (PESI). Social identity (SI) was measured using
three items adapted from Schulte et al. (2020). Three items adapted from Han
et al. (2018) were used to assess pro-environmental tourism UGC engagement
(UGCE). Finally, to measure willingness to engage in pro-environmental
tourism behavior (PTB) we employed three items adapted from Xu et al.
(2020). Each item was measured on a 7-point Likert scale (1 = Strongly
disagree to 7 = Strongly agree). To estimate the hypothesized relationship
between variables we performed a partial least squares structural equation
modeling (SEM) using IBM SPSS AMOS 23.

5. Results
Results depicted in Table 1 indicated that reliability and validity of the
measurement model were acceptable.

Table 1. Reliability and validity analysis of the study constructs.

SN PESI SI UGCE PTB
SN 0.852
PESI 0.424 0.870
SI 0.592 0.527 0.849
UGCE 0.639 0.479 0.704 0.735
PTB 0.546 0.582 0.630 0.581 0.845
Cronbach’s α 0.884 0.901 0.869 0.730 0.881
CR 0.888 0.904 0871 0.779 0.883
AVE 0.726 0.758 0.772 0.541 0.715
Model fit summary:
CMIN/DF = 2.413, p < 0.001; GFI = 0.962; CFI = 0.981; TLI = 0.973; RMSEA = 0.052
Notes: CR = Composite reliability, AVE = Average variance extracted, Bold values = Square
root of the average variance extracted.

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According to the SEM results, which are summarized in Table 2, except H7 all
the other hypotheses (H1-H6) are supported. Therefore, pro-environmental
tourism UGC engagement does not have a significant direct effect on the
behavioral intentions, but its impact is mediated by subjective norms, pro-
environmental self-identity and social identity. The main direct predictor of
Generation Z’s willingness to engage in pro-environmental tourism behavior is
pro-environmental self-identity (β = 0.289, p = 0.001), followed by social
identity (β = 280, p < 0.001) and subjective norms (β = 0.176, p = 0.004).
Focusing on the predictive power, the proposed model can explain 51.5% of
the variance of Generation Z’s intention to engage in pro-environmental
tourism behavior.

Table 2. Results for the structural equation model.

Paths β 95% CI SE P-value Hypothesis
UGCESN 0.637 0.558-0.705 0.037 0.001 H1 supported
UGCEPESI 0.473 0.391-0.546 0.040 p < 0.001 H2 supported
UGCESI 0.706 0.630-0.778 0.038 p < 0.001 H3 supported
SN PTB 0.176 0.064-0.296 0.059 0.004 H4 supported
PESI PTB 0.289 0.184-0.391 0.053 0.001 H5 supported
SI PTB 0.280 0.158-0.405 0.063 p < 0.001 H6 supported
UGCEPTB 0.131 -0.004-0.266 0.068 0.056 H7 not supported
*UGCESN PTB 0.108 0.040-0.185 0.037 0.003 --
*UGCEPESIPTB 0.131 0.080-0.191 0.028 p < 0.001 --
*UGCESIPTB 0.144 0.053-0.242 0.048 0.004 --
R2 (willingness to engage in pro-environmental tourism behavior) = 0.515 (51.5%)
Model fit summary:
CMIN/DF = 2.614, p < 0.001; GFI = 0.957; CFI = 0.977; TLI = 0.969; RMSEA = 0.055
Notes: β = Standardized β Weights, CI = Confidence interval, SE = Standard error,
R2 = Coefficients of determination, * = Specific indirect effect.

6. Discussion and conclusions

Empirical findings indicated that pro-environmental tourism UGC engagement
might contribute to the development of a pro-environmental or green identity
on both personal and social levels. Furthermore, pro-environmental tourism
UGC engagement is correlated to the transmission and reinforcement of social
norms especially among the members of online communities. Throughout this
paper, we have furnished to practitioners interesting insights about the factors
that influences both directly and indirectly the intention to engage in pro-
environmental tourism behavior of members of Generation Z. Specifically,
results suggest to practitioners to adopt social-identities strategies to encourage
pro-environmental behaviors in tourism sector. Generally, climate change and
environmental issues receive the attention of small groups. In light of this, the
internet technologies can help to connect and mobilize larger audiences and

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push them to change attitudes and behaviors in specific consumption contexts,
such as the purchases of more sustainable tourism products. Furthermore,
practitioner should utilize messages to emphasize the social norms, which in
turn, can facilitate individual’s coexistence in groups.
This study focuses on an Italian sample. Future research should employ cross-
cultural research to improve robustness and generalizations of results.

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