Psychological and Socio-Demographic Drivers of Pro-environmental Behaviour in Generation Z

Abstract

This study explores the socio-demographic and psychological factors influencing pro-environmental behavior among Generation Z individuals. Aimed at deciphering the impact of socio-demographic characteristics on psychological drivers and identifying significant psychological factors affecting pro-environmental behavior, the research utilizes an inductive approach with a sample of 225 Generation Z members from Splitsko-Dalmatia County, Croatia. Data were collected via an online questionnaire focusing on attitudes, beliefs, and behaviors related to the environment. Findings reveal that gender, education level, and residential area significantly influence psychological drivers such as guilt, moral obligations, and self-identity, with women, individuals with higher education levels, and those residing in suburban areas exhibiting higher levels of these drivers. This study contributes to the understanding of pro-environmental behavior in Generation Z by highlighting the importance of socio-demographic variables and psychological factors, thus offering insights for promoting sustainable behaviors among this demographic.

Citation

Ivković, D. and Mandić, A. (2024), "Psychological and Socio-Demographic Drivers of Pro-environmental Behaviour in Generation Z", Islam, N.U., Chaudhary, M. and Vukadin, I.M. (Ed.) Tourism in a VUCA World: Managing the Future of Tourism, Emerald Publishing Limited, Leeds, pp. 119-141. https://doi.org/10.1108/978-1-83753-674-020241009