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Abstract This study examines the reasons why Generation Z chooses to engage in green travel behavior (GTB). It investigates the role of environmental consciousness, environmental attitude, and green self‐efficacy in influencing GTB, using self‐determination theory (SDT) as a framework. The study uses survey data from a diverse group of Generation Z individuals to reveal insights into the factors that influence sustainable travel decisions. The findings emphasize the importance of key factors in driving GTB among Generation Z. Environmental consciousness is a key predictor of GTB, and it influences GTB through its mediating effect on environmental attitude. Green self‐efficacy also plays a significant moderating role, strengthening the relationship between environmental consciousness and GTB. By shedding light on the interplay of these motivational factors, the study makes theoretical contributions to the literature on sustainable travel behavior and SDT. These insights can help policymakers develop interventions that promote intrinsic motivation; nurture environmental values and empower Generation Z to be leaders in sustainable travel, shaping a greener and more responsible future of travel.
Ali Nawaz Khan (Tue,) studied this question.