Millennials attitudes, choices and behaviour - integrative analysis

ABSTRACT Individuals can play a critical role in reducing pressure on ecosystems. However, they are often not aware of their ecological footprints as they behave in ways that support their own interests. At the same time, society would benefit if we all act pro-environmentally. Using Millennials as an illustrative example and ecotourism as a study setting, this study introduces Goal Framing Theory for tourism scholars to discuss integratively how motives coexist and how they influence individuals’ choices, acts, and pro-environmental behaviour in tourism destinations. The analysis demonstrated the normative frame's prevalence by demonstrating the interrelation between the ecocentric system of beliefs, individuals’ predisposition for ecotourism, and specific behaviour intention. The findings suggest that ecocentrism within the study group reflects increasing concerns about the human-induced changes within the ecosystem and tourism growth. Results emphasise the benefits and the importance of the integrative analysis of individuals’ behaviour and suggest several new research avenues.