Exploring gaps in young generations’ sustainable travel behavior: a mixed-methods study
Bingjie Liu-Lastres, Huilin Bao, Amanda Cecil
Abstract
This mixed-methods study investigates discrepancies in sustainable travel behavior among Generations Y and Z. Focus group interviews revealed two primary gaps: the intention–behavior gap and the daily life–travel gap (i.e. inconsistency between sustainable habits in everyday life and during trips). The results also indicated that although Gens Y and Z express strong intentions toward sustainable travel, translating these intentions into action remains challenging. Key barriers include limited resources, high costs, and lack of knowledge. Using these insights, a national survey was conducted. The quantitative component of this study extends the theory of planned behavior and identifies several factors influencing young generations’ sustainable travel activities (e.g. daily habits, perceived consumer effectiveness, and limited knowledge). The study highlights the need for practical strategies, including financial incentives and better access to sustainable options, to support young travelers in adopting sustainable practices. Based on the findings, this study provides directions for tourism researchers and practitioners aiming to promote sustainable travel behavior among young generations.