Abstract
Generation Z (Gen Z) is widely considered the most eco-conscious generation. Nonetheless, there is a dearth of empirical research on this generation's pro-environmental travel behaviour. To address this gap, the present research aims to investigate the interplay of values (egoistic, biospheric, altruistic) and ascribed responsibility in driving the pro-environmental travel behaviour of Gen Z through the moderating role of green consumption values. Data were collected from 362 British Gen Z tourists using a structured questionnaire and analysed using SmartPLS. Results revealed that values and ascribed responsibility significantly influence environmental concern, which, in turn, affects attitudes, willingness to sacrifice, and pro-environmental travel behaviour. Furthermore, positive attitudes and willingness to sacrifice significantly affect pro-environmental travel behaviour. In addition, green consumption values moderate the relationship between attitude and willingness to sacrifice concerning pro-environmental travel behaviour. Applying a generational approach, this study enriches the theoretical understanding of tourists' pro-environmental behaviour and highlights effective ways to promote sustainable behaviour among younger travellers.