Identifying constraints on Gen Z’s path toward ethical tourism consumption and practices

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dc.citation.issue6
dc.citation.volume33
dc.contributor.authorSeyfi S
dc.contributor.authorHall CM
dc.contributor.authorSaarinen J
dc.contributor.authorZaman M
dc.contributor.authorVo-Thanh T
dc.date.accessioned2025-08-11T02:44:10Z
dc.date.available2025-08-11T02:44:10Z
dc.date.issued2025-01-03
dc.description.abstractGen Z’s interest in ethical consumption, including tourism, is growing in response to pressing global challenges. However, there is limited research on the constraints tied to the ethical travel decisions of this young cohort of travelers. This qualitative study, grounded in the theory of constraints and ethical consumerism literature, addresses this gap. The findings reveal multi-layered and interrelated constraints categorized as intrapersonal (cognitive dissonance, risk aversion, consumption inertia), interpersonal (green stigma, family dynamics, social comparison), and structural (limited accessibility, financial restrictions). This study extends the theory of constraints by showing that these constraints do not act in isolation but interact dynamically, with intrapersonal constraints often triggering interpersonal and structural ones, while certain barriers reinforce others. Unlike previous research that treats these constraints as independent, our findings reveal their sequential and context-dependent nature, offering new insights into how these constraints interrelate in shaping ethical travel decisions and practices. By highlighting the complexity of ethical decision-making—including conflicting principles, ambiguity, and social influences—this study offers a novel, theoretically-grounded perspective on the constraints faced by Gen Z, often labelled the “greenest” generation. Practically, these findings inform targeted interventions and policy initiatives to enable ethical tourism.
dc.description.confidentialfalse
dc.edition.editionJune 2025
dc.format.pagination1216-1234
dc.identifier.citationSeyfi S, Hall CM, Saarinen J, Zaman M, Vo-Thanh T. (2025). Identifying constraints on Gen Z’s path toward ethical tourism consumption and practices. Journal of Sustainable Tourism. 33. 6. (pp. 1216-1234).
dc.identifier.doi10.1080/09669582.2024.2418967
dc.identifier.eissn1747-7646
dc.identifier.elements-typejournal-article
dc.identifier.issn0966-9582
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/73324
dc.languageEnglish
dc.publisherTaylor and Francis Group
dc.publisher.urihttps://www.tandfonline.com/doi/full/10.1080/09669582.2024.2418967
dc.relation.isPartOfJournal of Sustainable Tourism
dc.rights(c) 2024 The Author/s
dc.rightsCC BY 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectEthical consumption
dc.subjectethical tourism
dc.subjectethical behaviour
dc.subjectGeneration Z
dc.subjecttheory of constraints
dc.subjectbehaviour change
dc.titleIdentifying constraints on Gen Z’s path toward ethical tourism consumption and practices
dc.typeJournal article
pubs.elements-id502453
pubs.organisational-groupOther
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