Title: Drivers of green tourism behaviour: examining cognitive, social, and behavioural perspectives among Gen Z

Authors: Vuong-Bach Vo; Huu-Dat Van; Thu-Phuong Tran; Tuong-Vy Ngoc Vo

Addresses: Faculty of Business Administration, Department of International Business, Nguyen Tat Thanh University, HCMC, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, HCMC, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, HCMC, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, HCMC, Vietnam

Abstract: This study investigates the factors influencing Gen Z's intention towards green tourism services in Vietnam, integrating the theory of planned behaviour (TPB) and social cognitive theory (SCT). A quantitative research approach was employed, utilizing a questionnaire survey to collect data from 310 Gen Z respondents with understanding of green tourism. The study categorizes influencing factors into three perspectives: cognitive perspective (self-environmental awareness (SEA) and attitude toward green tourism), social perspective (social media and green marketing), and behavioural perspective (self-efficacy and green destination services). The findings indicate that self-environmental awareness, attitude toward green tourism, self-efficacy, and green destination services significantly impact the intention to use green tourism, which drives actual green tourism behaviour. Social media and green marketing were found to be statistically insignificant in shaping these intentions. The study highlights the importance of fostering eco-conscious mindsets, enhancing behavioural control mechanisms, and leveraging social media to promote sustainable tourism for policymakers and industry stakeholders.

Keywords: SEA; self-environmental awareness; attitude; green marketing; social media; self-efficacy; destination green services; green tourism behaviour.

DOI: 10.1504/JGBA.2025.152712

Journal for Global Business Advancement, 2025 Vol.17 No.5, pp.555 - 577

Received: 05 Apr 2025
Accepted: 16 Jul 2025
Published online: 07 Apr 2026 *

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