Journal of Sustainable Tourism
Taylor & Francis
School of Business and Law
Using the norm activation model (NAM), our research delves into the impact of environmental concerns, and environmental self-assets on environmentally responsible travel behaviour (ENVRB), and the role of affective constructs (love for nature [LNA], respect for nature and flight shame) on travelling behaviour among Generation Z in India. Through a prediction-oriented and exploratory approach using partial least squares–structural equation modeling (PLS-SEM), our study reveals strong effects of environmental concerns and self-assets on responsible travel behaviour, and the mediating role of LNA in these relationships; the mediating role of respect for nature was insignificant. Furthermore, flight shame emerges as a strong predictor of responsible travel behaviour, mediating the transition from love and respect for nature to responsible travel behaviour. Our findings underscore the importance of emotional factors such as love and respect for nature in promoting sustainable consumer behaviour. We emphasise the need for tailored sustainable tourism initiatives to overcome emerging economies’ cultural patterns and psychological barriers. The findings suggested that nurturing a deep love and respect for nature and promoting environmental self-assets and concerns are crucial for successful sustainable tourism initiatives among Gen Z. Avenues for future research are also discussed. © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
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