Table 3 Overview of findings Research... | Emerald Publishing

Table 3

Overview of findings

Research question	Concepts	Main themes
RQ1: How do the motivational goal frames (hedonic, gain and normative), along with opportunity and ability, shape Gen Z’s proenvironmental choices in travel and tourism?	Motivation (hedonic, gain and normative goal frames)	Hedonic motivations are the primary drivers, especially regarding reasons to travel, but also when choosing destinations and accommodations Gain-related factors, like price sensitivity and value for money, are frequently mentioned, especially considering transport Normative motives are present but generally weak, with environmental concerns rarely influencing travel decisions Some respondents feel tension between cost/convenience and environmental impact
	Opportunity	Convincing friends and family to choose eco-friendly options is challenging, as others prefer faster, more convenient methods like flying or driving Gen Z participants often have little influence over travel decisions, which are usually made by financially supporting parents Environmental behaviors are sometimes adapted to destination norms, which may be less eco-friendly
	Ability	Respondents are aware of travel’s environmental impacts, especially emissions, but most have limited knowledge of sustainable practices beyond transportation Some believe individual actions can make a difference, while others feel disempowered about their impact
RQ2: What interventions can enhance Gen Z’s engagement in proenvironmental tourist behaviors?	Interventions	Respondents suggest increasing proenvironmental knowledge through targeted communication, particularly via social media and influencers Making eco-friendly travel cheaper, more comfortable and convenient is seen as key to promoting sustainable options Some believe legislation or technological advances are essential for meaningful change

Research question	Concepts	Main themes
RQ1: How do the motivational goal frames (hedonic, gain and normative), along with opportunity and ability, shape Gen Z’s proenvironmental choices in travel and tourism?	Motivation(hedonic, gain andnormative goal frames)	Hedonic motivations are the primary drivers, especially regarding reasons to travel, but also when choosing destinations and accommodations Gain-related factors, like price sensitivity and value for money, are frequently mentioned, especially considering transport Normative motives are present but generally weak, with environmental concerns rarely influencing travel decisions Some respondents feel tension between cost/convenience and environmental impact
	Opportunity	Convincing friends and family to choose eco-friendly options is challenging, as others prefer faster, more convenient methods like flying or driving Gen Z participants often have little influence over travel decisions, which are usually made by financially supporting parents Environmental behaviors are sometimes adapted to destination norms, which may be less eco-friendly
	Ability	Respondents are aware of travel’s environmental impacts, especially emissions, but most have limited knowledge of sustainable practices beyond transportation Some believe individual actions can make a difference, while others feel disempowered about their impact
RQ2: What interventions can enhance Gen Z’s engagement in proenvironmental tourist behaviors?	Interventions	Respondents suggest increasing proenvironmental knowledge through targeted communication, particularly via social media and influencers Making eco-friendly travel cheaper, more comfortable and convenient is seen as key to promoting sustainable options Some believe legislation or technological advances are essential for meaningful change

Source: Authors’ own work