Determinants of Circular Economy Participation Among Gen Z in a Sun‐and‐Beach Destination: A Theory of Planned Behavior Approach

ABSTRACT Using the Theory of Planned Behavior, this study examines the determinants influencing Generation Z in adopting circular practices when traveling as tourists, focusing on 300 respondents from Majorca. Employing a PLS‐SEM framework, the research evaluates the influence of TPB factors on circular economy participation and investigates the impact of sociodemographic variables. Results indicate that all factors positively drive intentions to adopt circular behaviors when traveling as tourists, with personal motivation being the most influential. Higher education levels and income are associated with lower rates of circular economy implementation. A significant theoretical contribution is the development of a second‐order construct representing the 3Rs, demonstrating their similar importance. These findings highlight the role of intrinsic motivation in fostering circular actions in tourism contexts and the need for targeted interventions considering sociodemographic factors to foster broader circular participation.