Gen Z and Sustainable Tourism Stay: the Role of Collective Efficacy

Despite the increasing sensitivity of Gen Z towards sustainable issues, sustainable consumer behaviour in young generations seems to face the well-known intention-behaviour gap. Among the main obstacles hindering sustainable consumer behaviour, perceived effectiveness as a patron's beliefs about the influence of the environmental preservation endeavours/activities in decreasing the harm to nature – i.e. self-efficacy – has been considered impactful. However, despite the influence that this variable, both in self and collective dimensions, assumes in sustainable tourism decisions, few studies hitherto focused their attention on the role that this variable might play for young generations. So, recognizing collective consciousness as an underlying mechanism shaping generationally distinct human values and behaviors, this paper aims to investigate the role that collective efficacy exerts on sustainable tourism stay decision in Gen Z. The results of the survey performed on a sample of 278 young consumers show clearly how Gen Zers’ choice is built on their collective efficacy perception. More specifically, being impactful with their touristic decisions in contributing to being more sustainable toward the environment shapes their behavioural intentions.