GENERATION Z TOURISTS’ ENVIRONMENTAL AWARENESS AND ATTITUDES AS PREDICTORS OF RESPONSIBLE BEHAVIOUR IN TAMAN NEGARA PAHANG

Abstract

Understanding what motivates younger generation to adopt environmentally responsible behaviour (ERB) is key for sustainable tourism. Destination must balance visitor experiences with environmental protection. The Knowledge-Attitude-Behaviour (KAB) model and the Theory of Planned Behaviour (TPB) suggest that awareness affects behaviour both directly and through attitudes. Data from 285 Gen Z tourists were analysed using SPSS and SmartPLS 4.0 with PLS-SEM. Results indicate that environmental awareness directly influences ERB and shape pro-environmental attitudes, which in turn also drive ERB. Awareness indirectly affects behaviour through attitudes, emphasizing their moderating role. The expected moderating effect of awareness on the attitude-behaviour relationship was not supported, suggesting situational factors may play a role. These findings provide empirical evidence from a Southeast Asian Protected area and highlight the need for interventions that inform, inspire, and empower Gen Z visitors through clear messages, experiential conservation activities, and accessible low-impact opportunities.