Identifying constraints on Gen Z’s path toward ethical tourism consumption and practices
基于约束理论和道德消费主义文献，通过定性研究揭示了Z世代在道德旅游决策中面临的多层且相互关联的制约因素，包括个人内在、人际和结构三类，并发现它们动态交互、顺序触发，为理解这一代人的道德旅游行为提供了新视角。
Gen Z’s interest in ethical consumption, including tourism, is growing in response to pressing global challenges. However, there is limited research on the constraints tied to the ethical travel decisions of this young cohort of travelers. This qualitative study, grounded in the theory of constraints and ethical consumerism literature, addresses this gap. The findings reveal multi-layered and interrelated constraints categorized as intrapersonal (cognitive dissonance, risk aversion, consumption inertia), interpersonal (green stigma, family dynamics, social comparison), and structural (limited accessibility, financial restrictions). This study extends the theory of constraints by showing that these constraints do not act in isolation but interact dynamically, with intrapersonal constraints often triggering interpersonal and structural ones, while certain barriers reinforce others. Unlike previous research that treats these constraints as independent, our findings reveal their sequential and context-dependent nature, offering new insights into how these constraints interrelate in shaping ethical travel decisions and practices. By highlighting the complexity of ethical decision-making—including conflicting principles, ambiguity, and social influences—this study offers a novel, theoretically-grounded perspective on the constraints faced by Gen Z, often labelled the “greenest” generation. Practically, these findings inform targeted interventions and policy initiatives to enable ethical tourism.