Exploring personality traits, intentions and emotions in responsible tourism behavior: evidence from Gen Y and Gen Z in India

Purpose The purpose of this study is to examine the relationship between responsible tourism intentions, the Big Five personality traits and environmentally responsible behaviors, incorporating the mediating role of flight shame within the context of India’s emerging economy. Using data from 1,316 Gen Y and Gen Z respondents across metropolitan cities, the results reveal that agreeableness, conscientiousness, neuroticism and openness significantly predict responsible tourism intentions, while extraversion does not. All traits – agreeableness, conscientiousness, openness and neuroticism – except extraversion also directly influence environmentally responsible behaviors, underscoring their stable role in shaping sustainable actions. Mediation analyzes indicate that responsible tourism intentions serve as a key mechanism linking personality traits with both environmentally responsible behaviors and flight shame. Additionally, flight shame mediates the relationship between responsible tourism intentions and environmentally responsible behaviors, highlighting the contribution of moral emotions to sustainable decision-making. Gen Z males demonstrate higher levels of environmentally responsible behavior, reflecting generational and gender-based differences. Overall, the findings of this study enhance understanding of the psychological and emotional drivers of sustainable tourism and offer practical insights for designing culturally and demographically tailored sustainability interventions. Design/methodology/approach A quantitative cross-sectional research design was implemented in accordance with the researchers’ deductive approach to accomplish the goals of the current study. Findings Focusing on India as an emerging economy, this study contextualizes its findings within a novel cultural and demographic framework, broadening the applicability of sustainable tourism research across diverse global contexts. These contributions collectively enrich the theoretical discourse on sustainable tourism, offering both conceptual advancements and practical insights for fostering pro-environmental behaviors in varied cultural settings. Research limitations/implications Focusing solely on Gen Y and Gen Z populations in India limits generalizability, highlighting the need for comparative studies across diverse age groups, countries and cultural contexts. Additionally, current research fails to explain the factors like socio-economic status, cultural values or access to environmental information, which future research should explore. Practical implications The current climate crisis demands an integrated strategy that combines psychological insights with robust policy measures. Policymakers should focus on not only influencing individual behaviors but also creating environments that facilitate sustainable choices. Practical measures could include: improving access to eco-friendly transportation options; offering incentives for sustainable tourism practices; and investing in infrastructure that supports low-carbon travel. Social implications Younger generations, particularly Gen Z, represent a pivotal demographic for these efforts. With their heightened environmental awareness and stronger inclination toward responsible behavior, Gen Z can be engaged through targeted social media campaigns and educational programs that amplify sustainable tourism messages. Leveraging their influence can catalyze broader societal shifts toward environmentally responsible behaviors. Originality/value To the best of the authors’ knowledge, this study is the first of its kind to explore the relationship between personality traits and sustainable environmental consciousness consumer behavior of young consumers in the light of the flight shame movement in a merging economy. Therefore, this study holds significant relevance for policymakers to understand young consumers’ behavior toward sustainable actions and choices when choosing their mode of travel.