Drivers and inhibitors of gen Z’s proenvironmental travel engagement: exploring MOA factors and goal frames

Purpose This study aims to gain insights into the drivers and inhibitors of proenvironmental behaviors (PEB) among Gen Z tourists through the lens of the goal-framing theory (GFT) and the motivation–opportunity–ability (MOA) framework. It also aims to propose interventions for promoting proenvironmental tourist behaviors. Design/methodology/approach A qualitative approach was adopted, building on 20 in-depth interviews with Swedish teenagers. The thematic data analysis was guided by a conceptual model integrating MOA and GFT. Findings The findings indicate that teenagers primarily lack motivation for eco-friendly travel. Their ability is hindered by limited knowledge, while low involvement in travel decisions and unsupportive destination norms restrict their opportunities. Overcoming these challenges requires interventions that boost engagement in PEB through informational and structural strategies, making eco-friendly options more affordable, efficient, enjoyable and desirable. Originality/value To the best of the authors’ knowledge, this study is among the first to combine MOA and GFT, providing an in-depth exploration of the drivers and inhibitors of proenvironmental travel among Gen Z tourists.