This study demonstrates that terminal values and emotional attachment in Generation Z affect sustainable travel choices, suggesting strategies for the tourism industry.
This study examines how Generation Z's terminal and instrumental values, shaped by emotional attachment to nature, influence their environmentally responsible travel behaviors (ERTB) in India. Drawing on the Value‐Belief‐Norm (VBN) theory and employing the Rokeach Value Survey, the research examines how value orientations and emotional factors, particularly love for nature, motivate sustainable travel choices. Data were collected through an online questionnaire administered in collaboration with two major airlines, yielding 318 valid responses from Gen Z travelers. Structural Equation Modeling (SEM) was used to test the proposed relationships. The findings led to the development of the Gen Z Value–Emotion Travel Model, which extends VBN theory by incorporating emotional dimensions and aligning it with the environmental ethos of Generation Z. The study offers practical insights for the tourism industry, suggesting strategies that resonate with Gen Z's value‐driven and emotionally grounded motivations for sustainable travel.
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Mandić et al. (2025) studied this question.
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