Examining the role of generativity on tourists' environmentally responsible behavior: An inter-generational comparison

Sustainability means developing without compromising the benefit of future generations, which concurs with generative concern, a future value orientation characterized by concern for the future generation. Drawing on the value-attitude-behavior (VAB) hierarchy model, this study established a theoretical framework and empirically examined structural relationships among tourists' generativity, environmental concern, personal norm, and environmentally responsible behavior (ERB) via PLS-SEM. Potential generational differences were analyzed using an independent sample t-test and multigroup analysis. A total of 702 questionnaires from on-site tourists were collected in Xixi Wetland National Park, Hangzhou, China. Results showed that generative concern positively influences ERB, mediated by tourists' environmental concern and personal norm. Additionally, intergenerational comparison indicated that Generation Z (Gen Z) has a lower level of generative concern but exhibited greater predictive power for ERB. The effect of environmental concern on personal norm is more robust among Gen Z. Further, academic implications and practical strategies were discussed.