Linking environmental knowledge to pro-environmental behavior among generation Z via environmental responsibility and risk perception in Egypt

Purpose This study examines the effects of environmental knowledge on pro-environmental travel behavior among Egyptian Generation Z (Gen Z). Furthermore, the study investigates the mediation effects of environmental responsibility and risk perception. Design/methodology/approach The research samples were 564, collected from Egyptian Gen Z who enrolled in higher educational institutions. To analyze these responses, the study used structural equation modeling to examine and evaluate direct and mediating impacts of variables. Findings The research results indicated that environmental knowledge has direct and indirect effects on Gen Z's pro-environmental travel behaviors, through environmental responsibility and risk perception. Moreover, there is a partial mediation of environmental responsibility and risk perception in the relationship between environmental knowledge and the sustainable behavior of Gen Z. Practical implications The findings recommended that sustainable promotional campaigns should be directed to Gen Z and consider educational strategies to ensure the dissemination of environmental knowledge and ethical commitment to environmental conservation. This requires cooperation between tourism industry stakeholders and educators to power this approach by designing tailored campaigns that endorse conscientious travel behavior. Originality/value This study presents an original contribution by amalgamating the theory of planned behavior and generational theory to elucidate environmentally responsible travel behavior in the context of developing countries. It enriches the understanding of how cognitive, normative and affective dimensions jointly shape sustainable actions among a crucial generational cohort.