The impact of eco-anxiety on Gen Z tourists’ willingness to pay for sustainable tourism in Hungary: A theory of planned behavior approach

Sarkar Apurba (2025) The impact of eco-anxiety on Gen Z tourists’ willingness to pay for sustainable tourism in Hungary: A theory of planned behavior approach. Nemzetközi Gazdálkodás Kar (2025-)-. (Kéziratban)

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Absztrakt (kivonat)

In today’s competitive business world, environmental concerns increasingly shape marketing strategies in the tourism industry. Consumers, especially Generation Z travellers, are responsive to ecological considerations, and eco-anxiety has emerged as a significant psychological factor that may influence their behaviour. By employing eco-psychological factors and the Theory of Planned Behaviour (TPB), this study aims to examine how eco-anxiety (EA) influences Hungarian young tourists’ willingness to pay (WTP) for sustainable tourism. Notably, it also investigates the mediating role of attitudes, subjective norms, and perceived behavioural control in shaping the GEN Z intentions to select sustainable tourism options. The study employed a quantitative approach and developed a questionnaire by adapting standardised measurement instruments for each latent construct from earlier studies to fit the research context. Data were collected from 358 respondents in Hungary and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4. Results reveal that Eco-anxiety has a significant and positive influence on Gen Z’s attitudes, subjective norms, and perceived behavioural control. Moreover, attitudes, subjective norms, and perceived behavioural control have a positive and significant relationship with WTP. However, EA does not show any direct impact on WTP for sustainable tourism. Rather, the result shows that the relationship between EA and WTP is fully mediated by attitudes, perceived behavioural control and subjective norms. By incorporating eco-psychological factors into the TPB framework, the study contributes valuable insights to the existing literature and provides meaningful guidance to tourism stakeholders and policymakers for promoting sustainable tourism practices in Hungary.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Nemzetközi Gazdálkodás Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Mű típusa:	TDK dolgozat
Kulcsszavak:	Consumer behavior, Eco-friendly Travel, Generation Z, Hungary, Sustainable tourism
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 16. 07:37
Utolsó módosítás:	2026. Ápr. 16. 07:37

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