Gen Z – pioneers or paradox in sustainable tourism?
这篇社论反思了Z世代在可持续旅游中的角色，指出其环保意图与实际行为之间存在脱节，并呼吁研究关注价值观转化为行动的结构性、文化和心理障碍。
Frequently labeled the “greenest generation,” research often portrays Generation Z (Gen Z) as a generation with strong pro-sustainability sensibilities. However, closer scrutiny exposes a disconnect between their stated intentions and actual behavior. This editorial reflection draws on the contributions to the Special Issue “Gen Z: The Sustainable Tourism Generation?” and a critical scoping review to question whether Gen Z can genuinely support a shift toward sustainable tourism. The studies in this issue address themes such as pro-environmental behavior, political consumerism, ethical choices, food waste, and psychological ownership of destinations. Overall, they demonstrate a fragmented body of work, split between those who argue for Gen Z’s deep engagement with sustainability and others who highlight inconsistencies. By synthesizing insights from the special issue and mapping them against broader trends in the literature, this editorial argues that current scholarship risks overstating the coherence of Gen Z’s sustainability orientation. It urges researchers to interrogate the structural, cultural, and psychological barriers that mediate the translation of values into action. Finally, it outlines a future research agenda that calls for greater theoretical clarity, comparative and longitudinal designs, and a move beyond celebratory narratives, to better understand Gen Z’s actual role in advancing the Sustainable Development Goals within tourism and beyond.