A tale of two generations, their environmental attitudes, and combined signs of the green gap

Younger generations are often portrayed as more environmentally conscious than older cohorts, yet research on their pro-environmental attitudes remains inconclusive. Using Mann–Whitney U tests, this study compares Millennials and Generation Z across five psychological constructs related to pro-environmental tourist behaviour. It also examines the antecedents of personal norms – a sense of moral obligation to protect the environment – through hierarchical regression on the combined sample. The generational comparison shows that Millennials feel more empowered, display stronger perceived social norms, and report a stronger moral obligation for environmentally friendly travel than Generation Z. The regression analysis identifies perceived behavioural control as the strongest predictor of personal norms, followed by psychological empowerment and awareness of consequences. Generation, included as a control variable, does not significantly influence the formation of personal norms. Notably, while 65% of respondents report high personal norms, fewer than 3% choose to learn more about sustainable travel when given the opportunity, showing signs of the well-known gap between environmental attitudes and behaviour. The study contributes to generational research, expands an adapted Norm Activation Model, and highlights the importance of fostering a sense of control and empowerment. It also underscores the need for careful attention to communication format, framing and timing.