Why (don’t) we travel sustainably? Generation Z and the theory of planned behaviour

Abstract

Generation Z, the cohort born approximately between 1995 and 2010, represents a generation shaped by digital technology, social connectivity and global awareness, who exhibit distinct attitudes, behaviours and values that differentiate them from previous generations. These differences are also reflected in travel behaviour. The main purpose of this study is to investigate the determinants of sustainable travel behaviour among university students, using the theory of planned behaviour (TPB), augmented by knowledge, as a predictor, and based on survey data and regression analysis. Using a structured questionnaire and a sample of 217 students, this research measures five key constructs: attitudes, subjective norms, perceived behavioural control, behavioural intention and actual behaviour. Data were analysed using Spearman’s correlation and regression analysis. Results indicate that all core TPB components, individually, significantly predict sustainable travel behaviour, with behavioural intention emerging as the strongest predictor. The findings confirm the presence of an intention–behaviour gap, highlighting the importance of strengthening social support and perceived behavioural control. Knowledge, however, did not emerge as a significant predictor of behaviour. This study contributes to the sustainable tourism literature by integrating cognitive and social aspects of decision-making, while also addressing the often-overlooked economic and social dimensions of sustainability. Additionally, it offers rare empirical insight into the sustainable travel behaviour of young Serbian tourists.