How does value orientation moderate the influence of social media engagement on ecotourism intention?

Purpose From the social cognitive theory of mass communication, this study examines how Generation Z consumers’ engagement with pro-environmental content on social media can explain their ecotourism intention. Different from extant literature, we aim to identify how different value orientations might moderate the influence of social media engagement on ecotourism intention. Design/methodology/approach Data collected from a sample of 470 Generation Z consumers in survey research were analysed with SPSS 26.0 and SPSS Process Macro. Findings Results showed that all three levels of social media engagement with pro-environmental content are predictors of ecotourism intention. It was also found that different egoistic value orientations of Generation Z consumers further lessened the impact of social media engagement with pro-environmental content on consumers’ ecotourism intention, while altruistic and biospheric values reinforced this association. Practical implications This study highlights practical suggestions for both policymakers and ecotourism operators to leverage Generation Z consumers’ engagement with pro-environmental content on social media. Suggestions include strategies to create entertaining, visually engaging, and relational content and initiating education programs to encourage Generation Z consumers to connect with nature to develop and nurture altruistic value or biospheric value and weaken the egoistic values. Originality/value This research adds to the social cognitive theory of mass communication and social media engagement literature by exploring the theoretical and practical implications from social engagement and value orientation perspectives.