A Behavioral Approach to the Tourism Consumer Decisions of Generation Z

The main objective of our research is to identify the impact of recycling and waste reduction behavior on the sustainable tourism decisions of Romanian youngsters (18–25 years old). We used the PLS-SEM method and introduced four variables in the model: sustainable tourism decisions, the interest in recycling, the interest in waste reduction, and the interest in natural and less polluted touristic destinations. The main results emphasize the direct influence of recycling and waste reduction behaviors on the decisions made by Generation Z regarding sustainable tourism and on their preference for destinations that are better preserved and less touched by human intervention. The novelty of our research consists of the fact that we introduced variables such as waste reduction from the perspective of tourists because most studies address it as a management approach of the companies in the tourism sector. The findings are useful for managers in the tourism sector to create better strategies for attracting the younger generation who are preoccupied by environmental issues and sustainability in general.