Environmentally and Socially Responsible Behavior of Women from Generation Z in the Context of Tourist Activity

Abstract

The aim of this research was to determine the scope of environmentally and socially responsible behavior related to tourist trips of women from Generation Z. The choice of this issue falls within the scientific discussion on the sustainable behavior of young consumers and the area of research on sustainable tourism. The presented research fills the research gap related to the sustainable behavior of young women in the context of tourist trips. This article reviews the literature justifying the choice of this research topic. The results of our own survey research were presented (a sample of 618 touristically active women from Generation Z). Quantitative and qualitative analyses of the obtained results were made. This research showed that respondents were most concerned about recreational space (not leaving garbage in the forest or on the beach, observing regulations in tourist regions and towns, and using only designated trails). They rated their behavior the lowest in terms of reduction in water consumption, use of ecological cosmetics while using water reservoirs, and choosing accommodation places where pro-ecological solutions are used. According to the respondents, the main reasons for the lack of responsible behavior are indifference and habits learned at home. The originality of the presented research results from its scope and concerns only women belonging to Generation Z.