Factors Influencing Low-Carbon Tourism Perceptions and Behavioral Intentions Among Thai Generation Z: A Structural Equation Modeling Approach
Main Article Content
Abstract
This study examines perceptions and behavioral intentions of Thai Generation Z tourists (n = 405) toward low-carbon tourism, integrating Theory of Planned Behavior (TPB) and Value-Belief-Norm (VBN) theory using Structural Equation Modeling (SEM). The research tested relationships between demographic factors, environmental awareness (knowledge and benefit perception), and sustainable tourism behavioral intentions. Results showed that low-carbon tourism perception strongly predicted behavioral intentions (β = 0.774, p < 0.001), explaining 60% of variance in sustainable behaviors, strongly supporting TPB. Critically, knowledge and understanding influenced perception formation more strongly than benefit recognition, supporting the VBN theory that cognitive awareness drives pro-environmental orientations. Demographically, education level emerged as the strongest differentiator (η² ≈ 0.07), while traditional predictors (gender, age, income, and internet usage) showed no significant effects, suggesting generational environmental homogeneity. Despite conceptual ambiguity—only 44.2% correctly defined low-carbon tourism—participants demonstrated strong behavioral readiness, with 45.7% prioritizing sustainable transportation. These findings provide empirical evidence for environmental literacy primacy over benefit recognition in Thai Generation Z, challenge conventional demographic segmentation assumptions in sustainability marketing, and offer practical insights for policymakers and tourism businesses engaging Generation Z in Thailand’s low-carbon transition. The study extends integrated TPB-VBN frameworks to Southeast Asian youth markets and provides context-specific evidence of generational homogeneity in environmental consciousness.
Highlights
This study integrates the Theory of Planned Behavior and Value-Belief-Norm theory to examine low-carbon tourism behavioral formation among Thai Generation Z using structural equation modeling.
• Environmental knowledge drives intentions more powerfully than benefits—prioritize climate education over advantage messaging
• Education level is the only demographic differentiator; gender, age, and income show no effects on Generation Z environmental awareness
• Thai Generation Z shows practical readiness despite limited knowledge—action-oriented interventions outperform awareness campaigns.
• Practical readiness exceeds formal knowledge, requiring action-oriented rather than awareness-based interventions.
• Generation Z demonstrates behavioral readiness despite conceptual gaps, favoring action over awareness interventions.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright: CC BY-NC-ND 4.0
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