Factors that influence Older Gen Z of Helsinki (Born 1997-2005) towards Sustainable Travel Decision Making
Tamang, Bishwa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052616367
https://urn.fi/URN:NBN:fi:amk-2025052616367
Tiivistelmä
This thesis examines the factors that influence older Gen Z of Helsinki (born 1997-2005) towards sustainable travel decision-making. As sustainability becomes increasingly critical in addressing global environmental challenges, understanding the sustainable travel decision making of younger generations who are often more environmentally conscious is essential. Theory of planned behavior and the three-core concept of sustainability was chosen in order to make the research more effective.
The study was aimed to identify key factors influencing sustainable travel decision making and examine the primary barriers. A quantitative research method was applied, using an online survey and 54 valid responses were recorded after removing the incomplete data. Descriptive statistics, reliability analysis, Pearson’s correlation, and multiple regression were used to analyze the data.
The findings revealed that safety, convenience, and cost are the most critical factors when choosing travel modes. Personal values and environmental concerns significantly influence sustainable travel decisions, while barriers such as high costs, lack of convenience, and limited availability make it difficult.
The study concludes that while young Helsinki residents are aware of and value sustainability, practical obstacles often outweigh their intentions. Recommendations include making sustainable options more affordable, accessible, and convenient, alongside targeted awareness campaigns. The findings provide insights for policymakers and tourism stakeholders to enhance sustainable travel initiatives tailored to Generation Z.
The study was aimed to identify key factors influencing sustainable travel decision making and examine the primary barriers. A quantitative research method was applied, using an online survey and 54 valid responses were recorded after removing the incomplete data. Descriptive statistics, reliability analysis, Pearson’s correlation, and multiple regression were used to analyze the data.
The findings revealed that safety, convenience, and cost are the most critical factors when choosing travel modes. Personal values and environmental concerns significantly influence sustainable travel decisions, while barriers such as high costs, lack of convenience, and limited availability make it difficult.
The study concludes that while young Helsinki residents are aware of and value sustainability, practical obstacles often outweigh their intentions. Recommendations include making sustainable options more affordable, accessible, and convenient, alongside targeted awareness campaigns. The findings provide insights for policymakers and tourism stakeholders to enhance sustainable travel initiatives tailored to Generation Z.