The influence of values, beliefs, norms on thepro-environmental behavior of Generation Z : The case of the aviation industry

Abstract: Purpose: The purpose of this paper is to deepen the knowledge of the field of sustainability,more specifically, the current understanding of how values, beliefs, and norms influencepro-environmental behavior towards the aviation industry, within Generation Z. Background: Sustainability is now a topic of focus from governments and companies. Theaviation industry is one of the most polluting industries within the transportation sector, however,with promises to change this phenomena. Furthermore, Generation Z is now the most digitallyknowledgeable, environmentally friendly generation, which could support this change. Methodology: The Value Belief Norm model was applied in order to study the influence ofvalues, beliefs and norms on pro-environmental behavior and the impact of eco-guilt. Aself-completion questionnaire was responded by 174 French members of Generation Z, for aquantitative and deductive approach, using a PLS-SEM analysis. Findings: The research held in this thesis found that biospheric values were the only values tohave a strong positive impact on awareness of consequences, that in turn, had a strong influenceon ascription of relationship. Following this causal chain, ascription of responsibility stronglyinfluenced personal norms and the same for the latter with pro-environmental behavior. Eco-guiltwas found to have no moderator effect between personal norms and pro-environmental behavior. Value: This thesis demonstrates how physiological characteristics can influencepro-environmental behavior, creating scientific and practical knowledge on a field of increasedimportance (sustainability), within a generation which has not yet been studied in detail(Generation Z) and in a context of substantial environmental damage (aviation industry).