Survey study reveals unsustainable cues drive cognitive dissonance and behavioral control in Generation Z tourists, suggesting actionable remedies can promote sustainable choices.
Key Points
To examine how unsustainable environmental cues in informal street-food settings influence Generation Z tourists' sustainable consumption intentions through psychological mechanisms of dissonance, control, and moral disengagement.
Surveyed Generation Z tourists visiting street-food districts in Bangkok, Thailand.
Analyzed structural pathways using covariance-based structural equation modeling, supplemented by K-means customer segmentation and multi-group comparisons.
Perceived unsustainable cues were positively associated with cognitive dissonance and perceived behavioral control, both of which positively predicted sustainable consumption intentions.
Moral disengagement exhibited a consistent negative association with sustainable consumption intentions across different consumer segments.
Positive relationships between psychological mechanisms and sustainable intentions were substantially amplified in consumers with high baseline sustainability awareness.
Cite This Study
Nutpattamanun et al. (2026) studied this question.