When Gen Z calls out destinations: DSR scepticism, greenwashing, brand hate, and boycott intentions

Scepticism can associate with brand hate and tourist boycott (TB). The tourism sector is constantly working for destination social responsibility (DSR) and brand value. This issue is especially relevant to urban tourism, where sustainability claims are highly visible and tourists can compare destination messages with observable urban conditions. This study examines whether greenwashing perception (GWP) and destination-brand hate serve as mediators between DSR scepticism and tourist boycotts. Additionally, the study examines the moderating role of the dark triad (Machiavellianism, narcissism, and psychopathy) between the DSR scepticism-tourist boycott and the destination brand hate (DBH)-tourist boycott relationship. The data were gathered from 321 Gen-Z Malaysian tourists and analysed using PLS-SEM. The results show a positive relationship between DSR scepticism and TB, greenwashing perception, and destination brand hate. Greenwashing perception and destination brand hate exhibited a significant positive relationship with TB. Additionally, perceptions of greenwashing and destination-brand hate facilitated the connection between DSR scepticism and TB. Furthermore, dark triad (DT) moderated the relationship between DSR scepticism-GWP and destination brand hate-TB. This study makes an original contribution to urban tourism knowledge by integrating attribution theory with DT personality traits and demonstrating how cognitive evaluations of questionable DSR claims develop into emotional hostility and boycott intentions towards tourism cities. It therefore extends understanding of how Gen Z tourists evaluate the credibility, legitimacy, and sustainability positioning of urban destinations.