Sustainable Behavior of Generation Z Tourists’ Water Consumption

Abstract

Tourism is one of the sectors with the highest demand for fresh water. Indicators suggest that water consumption by tourists is more than double that of residents. This phenomenon can be explained by tourists’ interest in engaging in unique experiences, which frequently entails putting sustainable practices aside. To mitigate the environmental impact of tourism and promote sustainable practices, the state of Quintana Roo has implemented the Sustainable Tourism Master Plan 2030, linking the government and companies to reduce environmental impacts by reducing tourists’ water consumption. Despite these efforts, the use of fresh water by tourists continues to be more than double that of residents. Consequently, tourists’ sustainable behavior is not significantly influenced by external factors, such as awareness campaigns, but depends more on the personal aspects of each individual. Generation Z stands out for being more aware of environmental problems and showing a willingness to modify their behavior towards more sustainable practices. The objective of this study was to explain the factors that influence the sustainable behavior related to water consumption among Generation Z tourists. The methodology employed was cross-sectional, with a quantitative approach, focused on attitude variables, subjective norms, and perceived control as determinants of sustainable behavior. This research is also considered nonexperimental, as there was no direct intervention with the subjects of the study, A non-probabilistic convenience sampling method was used to collect data directly from Generation Z tourists in the state of Quintana Roo, specifically from the destinations of Tulum, Playa del Carmen, Bacalar, and Cancún. These locations were selected due to their prominence as major tourist attractions within the data collection areas, without further differentiation or classification. Data were collected through a face-to-face survey conducted over a period of two months, with a total of 408 respondents participating, of whom 57.8% were male. The results revealed that subjective norms and perceived control influence sustainable water consumption behavior, while attitudes do not have a direct impact. These findings will provide governments and businesses with a basis to design more effective strategies that encourage sustainable behavior among Gen Z tourists, thus offering a starting point for understanding the behavior of other generations.

1. Introduction

In recent years, the concept of sustainable development has increasingly influenced various sectors, including tourism, leading to the emergence of sustainable tourism [1] This concept emphasizes the development of products and services designed to reduce the environmental footprint and benefit the environment [2], while also promoting pro-environmental behaviors among tourists. Despite these efforts, however, most tourists continue to engage in environmentally irresponsible practices, contributing to ecological damage, environmental problems, and pollution at tourist destinations [3,4]

Academic research on sustainable development has addressed tourism-related issues, focusing on environmental management, energy saving, waste management, and water consumption [5,6]. In tourism, water is used directly in showers, bathrooms, swimming pools, and spas, among other facilities, and indirectly in golf courses, fountains, and laundries [7,8], which places tourism among the sectors with the highest demand for freshwater [9].

Faced with this problem, governments and companies have developed policies and plans to promote sustainable water consumption among tourists [10]. On the one hand, governments have chosen to regulate demand by increasing the price of water in tourist accommodation [11], while hotels have adopted water-saving technologies, implemented conservation programs, and launched awareness campaigns aimed at visitors [12]. As a result, environmental concern among consumers is growing [13], and it is observed that Generation Z shows a greater willingness to modify their consumption habits towards more sustainable practices [14]. In response to this situation, various strategies have been implemented to mitigate the ecological impact of tourism [15].

This is particularly significant given that, in 2023, tourism generated USD 3.3 trillion, representing 3% of the global GDP. This figure indicates an 88% recovery relative to pre-pandemic levels, according to the World Tourism Organization [16]. It highlights the importance of tourism as a major driver of economic prosperity for nations [17] and highlights its crucial role in regional development [18].

In Mexico, the state of Quintana Roo is one of the most popular tourist destinations. It features 80 tourist spots, with the Riviera Maya, Cancun, Cozumel, and Isla Mujeres being the most prominent (Figure 1). The state has welcomed over 21 million tourists, generating an economic impact of USD 20.5 billion [19]. To mitigate the environmental impact of tourism and promote sustainable practices, the Sustainable Tourism Master Plan 2030 has been implemented. This plan unites the government and tourism companies to mitigate environmental impact, with a particular emphasis on reducing water consumption by tourists [20].

Despite these efforts, indicators reveal that tourists’ water consumption is more than double that of residents [22]. This phenomenon is attributed to the fact that tourists’ environmental behavior is not significantly influenced by external factors such as awareness campaigns, but rather depends on the personal aspects [23,24]. Hence, the following research questions are raised: What determinants motivate Generation Z tourists to engage in sustainable behaviors? and How will these determinants influence sustainable water consumption behavior? This study aims to explain the factors influencing sustainable behavior concerning the water consumption of Generation Z tourists.

This research aimed to examine the water consumption behavior of Generation Z tourists. This focus on Generation Z is due to their heightened awareness of global environmental issues and their potential to challenge existing approaches to managing water depletion. It makes a significant contribution to the literature on sustainable tourist behavior by analyzing the factors (attitudes, subjective norms, and perceived control) that influence sustainable water consumption behavior among Generation Z tourists. This research expects to enhance the understanding of water consumption patterns and apply the Theory of Planned Behavior (TPB) to Generation Z’s specific context. This approach will allow us to explore further how these factors affect the water consumption decisions of young tourists, thereby offering a valuable contribution to the academic literature on sustainable tourism.

Thus, the study provides an expanded perspective on the tourist profile and makes a significant contribution through the data collected, its reliability, and its analysis. This research allowed us to reach a deeper understanding of Generation Z tourists’ behavior and their preferences for sustainable tourist destinations. The analysis revealed a relationship between sustainable water consumption, the Generation Z cohort, and their pursuit of sustainable alternatives in emerging tourist cities, which are of particular interest to this generation. The main objective of the research was to analyze the sustainable water consumption behavior of Generation Z tourists.

1.1. Theoretical Framework

The Theory of Planned Behavior (TPB) aims to explain human behavior through a model that considers individual factors that must be aligned with planned strategies and mechanisms designed to address specific issues. Within this model, the primary determinants of behavior are the individual’s intention and perceived control. Secondary elements include subjective norms and attitudes [25]. In this context, the TPB focuses on behaviors affecting water consumption and the mechanisms for leveraging and managing resources to optimize their use among young populations [26]. However, the research extends beyond organizational processes to address environmental issues and nature conservation, specifically within the context of tourism in cities visited by Generation Z. Hence, this study aims to apply the TPB to tackle the challenges of tourism in cities with economic models impacting rational water consumption from the consumer’s perspective [27].

1.2. Theory of Planned Behavior

One of the main theories used to determine individuals’ behavior is the TPB, which has been widely referenced in diverse fields, such as management and business, applied psychology, environmental sciences, and environmental studies [28]. The TPB indicates that an individual’s behavior will rely on three key individual aspects: attitudes, subjective norms, and perceived control [29]. Concerning tourism, the model has been used to explain environmentally friendly behaviors [30], the preference and choice of eco-friendly hotels [31], and coastal tourism [32], among others.

On the one hand, Generation Z and the Theory of Planned Behavior have been frequently discussed in the literature and used to establish behavior in real estate investments [33] and entrepreneurship [34]. Sustainable behavior, on the other hand, has been used to identify ethical consumption [35] and the consumption of sustainable products [36]. Regarding tourism, it has been used to indicate behavior at heritage sites [37] and the intention to visit eco-friendly hotels [38]. Hence, these studies confirm a link between Generation Z and the Theory of Planned Behavior.

1.3. Gen Z and Sustainable Consumption

Generations have been defined from different stances; however, most postulators agree that each generation will exhibit similar behavior regarding cultural, political, and economic values [39,40], and these will be different from those of other generations [39,41,42]. Generation Z comprises people born between 1997 and 2012 [43] and is characterized by being the generation most aware of environmental problems and looking for ecological products or services that develop pro-environmental strategies [44]. They are also willing to modify their behavior to make it sustainable [45].

1.4. Relationship between TPB and Generation Z

Generation Z includes individuals born between 1997 and 2012 who are characterized by a strong interest in environmental issues and a desire to address them in innovative and sustainable ways [46]). From the perspective of the TPB, it can be argued that this generation is prepared to tackle environmental challenges by planning and implementing actions aimed at attaining sustainability and democratizing decision-making processes [47], having grown up amidst an environmental crisis characterized by climate change, biodiversity loss, and resource scarcity. This generation has also experienced rapid technological advances and the expansion of a global free market, which has led them to access information and connect with others instantly [48]

In this context, Generation Z can make an impact by using the TPB to resolve environmental issues, particularly water depletion. As a crucial resource for human survival, effective water management presents a notable opportunity for this generation [49]. This demographic cohort can lead planned change initiatives that promote new, thoughtful, and humane approaches to interacting with nature and managing natural resources sustainably. Such an approach would focus on water conservation and responsible use rather than focusing exclusively on recreational purposes [50].

Generation Z’s ability to address environmental problems innovatively and sustainably can be leveraged through its connectivity and access to information [51]. Their strong interest in environmental issues and their drive to develop novel solutions to tackle them could be crucial for reaching sustainability and democratizing the decision-making process. This is particularly relevant in the context of a polarized global stance on sustainability and ongoing efforts to combat climate change, drought, and extractive economies [52]

1.5. Attitudes towards Sustainable Consumption

Attitudes are psychological tendencies an individual presents towards something specific (people, objects, emotions, situations, etc.). A favorable attitude will generate favorable behavior [29]. For sustainable consumption, attitudes will directly influence consumption behavior [53]. Concerning tourists, studies indicate that their attitudes will become predictors of their behavior during their visit [54].

Diverse studies reaffirm that positive attitudes towards the environment will influence the sustainable consumption behavior of tourists [55,56]; they also indicate that favorable sustainable behavior contributes to protecting the environment and, consequently, achieves a better experience in their visit or some positive return, which stimulates a more sustainable attitude [32,57]. Therefore, it is established that tourists who present a sustainable consumption attitude will generate sustainable behavior, which helps protect the environment. Accordingly, the following hypothesis is established:

Hypothesis 1: 

Attitudes towards sustainable consumption have a significant impact on behavioral patterns related to sustainable water consumption.

1.6. Subjective Standards of Sustainable Consumption

Subjective norms are defined as the social pressure that is exerted on an individual on the behavior that the environment considers appropriate [29]. This social pressure is developed by friends, family, and co-workers [58]. In relation to sustainable behavior, friends, family, and co-workers will influence whether consumers engage in this type of behavior [59].

Concerning the sustainable behavior of tourists, social pressure is also carried out by lodging centers, tourism stakeholders, the government, and other tourists; these will influence behavior. Some studies confirm that the environment directly influences behavior; in relation to tourism, this influence has been identified in visits to ecological hotels [38], in visits to see humpback whales [60] and in visits to wetlands [61], and has been used to measure environmental behavior in general [62]. Therefore, it is established that subjective norms favorable to sustainable consumption generate sustainable behavior towards the environment by tourists. Accordingly, the following hypothesis is established:

Hypothesis 2: 

Subjective norms around sustainable consumption exert a significant influence on the behaviors adopted about responsible water consumption.

1.7. Perceived Control of Sustainable Consumption

Perceived control is defined as an individual’s self-perception of their success or failure in performing some activity, and this will determine the individual’s behavior [29]. Unlike subjective attitudes and norms, the individual’s self-perception of the capabilities and resources available to them will influence the perception of success or failure [63].

In relation to sustainable behavior, perceived control has been established as a critical element in determining sustainable behavior [64]. On the other hand, studies focused on tourism have mentioned that elements such as opportunity cost, time, and money will influence perceived control [65]; this indicates that if a tourist considers adopting a sustainable behavior, they are perceived to have the economic resources and the necessary time, and it will not generate a loss of cost–benefit in their tourist experience [66]. Therefore, it is established that the perceived favorable control towards sustainable consumption generates sustainable behavior towards the environment by the tourists. Consequently, the following hypothesis is established:

Hypothesis 3: 

Perceived control over sustainable consumption affects the behaviors adopted in relation to responsible water consumption.

2. Materials and Methods

2.1. Data Collection Techniques and Study Subjects

This research aims to explain the factors that influence sustainable water consumption behavior among Generation Z tourists. Therefore, this type of research has been established as quantitative, with a correlational–causal objective by seeking to verify the relationship between attitudes, subjective norms, and perceived control with sustainable behavior. In addition, the research is non-experimental since, during the development of the research, the study subjects will not be influenced. It is also called cross-sectional because the sample collection or data collection will be carried out during a specific time (

Table 1. Study datasheet.

Title 1	Title 2
Type of research	Quantitative/Non-experimental/Cross-sectional/Correlational–causal
Characteristics of the Universe	Generation Z tourists in the state of Quintana Roo
Data collection	Instrument (surveys)/Primary source
Sampling type	Non-probabilistic for convenience
Trust level and error	95%/5%
Population size	2.5 million
Sample size	n = 384

Source: Own elaboration.

).

The sources of information for the research were obtained directly from Generation Z tourists in the state of Quintana Roo, through a face-to-face survey. Its application was mainly on Riviera Maya’s tourist destinations (Playa del Carmen, Tulum, and Puerto Aventuras), Bacalar, and Chetumal. Consequently, this research is classified as a primary source due to its data collection method, and the information obtained is specific to this research. Limitations include the use of a non-probability convenience sampling method by surveying tourists at the main tourist attractions in the data collection areas without distinguishing or classifying them.

The sample size was calculated (Equation (1)) [67] to determine the number of study subjects.

$$n={\displaystyle \frac{N\times Z_a^2\times p\times q}{d^2\times \left(N-1\right)+Z_a^2\times p\times q }}$$

(1)

where

n = Sample size;	Z = Confidence level;
p = Probability of success;	q = Probability of failure;
d = Maximum permissible error;	N = Population.

The following data were used to calculate the sample size: the sampling error and the confidence level were configured at 5% and 95%, respectively, while the population size was estimated at 2.5 million, corresponding to Generation Z tourists in the state of Quintana Roo (Table 1).

2.2. Data Collection Instrument

The data collection instrument is divided into two sections. The first section contains five questions designed to identify tourist’s generation, gender, type of trip, nationality, and type of accommodation. The second section consists of 12 Likert-scale questions, structured on a 5-point scale where 1 denotes “strongly disagree” and 5 denotes “strongly agree”, which aim to identify the variables of attitudes, subjective norms, perceived control, and sustainable behavior (

Table 2. Data collection instrument.

Variable	Item No.	Question
Attitudes	1	I am aware of the impact of my water consumption, and I care about it.
	2	I am willing to reduce my water consumption to contribute to the protection of the environment.
	3	I am willing to listen to the recommendations of the lodging center and the government authorities to minimize my water consumption.
Subjective Norms	4	The people who accompany me show an active interest in reducing water consumption.
	5	The people who accompany me perceive my level of water consumption in a positive way.
	6	Other tourists consider my water consumption adequate.
Perceived Control	7	I possess the tools, knowledge, and skills necessary to reduce my water consumption if I choose to do so.
	8	I can follow specific recommendations to consume less water, if I choose to do so.
	9	I can effectively reduce my water intake when I set my mind to it.
Sustainable Behavior	10	I have carried out specific actions to reduce water consumption during my stay.
	11	I have listened to the recommendations of the lodging centers on how to save water.
	12	I have adopted behaviors that favor the reduction of water consumption during my stay.

Source: Adapted from Ajzen [29].

).

2.3. Data Processing

The hypotheses’ verification was carried out in two sections. The first, called the validation of the data collection instrument, was conducted in three phases: the first phase, validation of reagents, seeks to ensure that the instruments are 100% complete, eliminating those that still need to be filled. The second phase, the reliability of the data collected, used Cronbach’s alpha (Equation (2)) [68], with an estimated acceptance parameter of 0.7. The third phase, estimation errors, includes the evaluation of the multicollinearity of the variables of attitudes, subjective norms, and perceived control by calculating Kendall’s Tau (Equation (3)) [68]. The information was processed using SPSS v.22 software.

$$\alpha ={\displaystyle \frac{K}{K-1}}[1-{\displaystyle \frac{\sum S_i^2}{S_T^2}}]$$

(2)

where α is the symbol of Cronbach’s alpha, K is the number of items, $\sum S_i^2$ represents the sum of the variances of each item, and $S_T^2$ represents the total variance. This analysis was applied to each of the study constructs.

$$T_b={\displaystyle \frac{P-Q}{\sqrt{(P+Q+X_0)(P+Q+Y_0)}}}$$

(3)

where Tb is Kendall’s Tau symbol, P is the number of concordant pairs, Q is the number of discordant pairs, and X₀ is the number of those related only to the variable X, Y₀.

The second section, called criteria for the validity of the research, was conducted in two phases. The first phase, hypothesis testing, was carried out by calculating the adjusted R² with an acceptance parameter of 0.6. The second phase, reaffirmation of the hypothesis, was carried out using Pearson’s correlation equation (Equation (4)) [69], with an acceptance parameter of 0.7.

$$r={\displaystyle \frac{S_{xy}}{\left(S_x\right)\left(S_y\right)}}$$

(4)

where r is the symbol of Pearson’s linear correlation, S_xy is the covariance between x and y, S_x is the standard deviation of x, and S_y is the standard deviation of y.

3. Results

Table 3. Descriptive profile of the respondents.

Characteristics	N = 408	Percentage
Gender
Male	236	57.8%
Female	172	42.2%
Nationality
Mexican	298	73.0%
Spanish	28	6.9%
Argentinian	24	5.9%
Chilean	20	4.9%
Colombian	20	4.9%
Italian	8	2.0%
American	6	1.5%
Pakistani	4	1.0%
Type of trip
Family vacation	228	55.9%
Vacation with a couple	84	20.6%
Vacation with friends	52	12.7%
Other	44	10.8%
Type of accommodation
All-inclusive hotel	124	30.4%
Family and friends	88	21.6%
Hotel	84	20.6%
Airbnb or similar	80	19.6%
Hostel	16	3.9%
Other	16	3.9%

Source: Own elaboration (2024).

presents the demographic aspects and specific characteristics of the type of tourism of the 408 subjects studied. The data revealed that of the 408 participants, 57.8% were men and 42.2% were women. Regarding nationality, 73.0% of the respondents were Mexican, 6.9% Spanish, 5.9% Argentinian, 4.9% Chilean and Colombian, 2.0% Italian, 1.5% American, and 1.0% Pakistani. In terms of the type of trip, 55.9% were family holidays, 20.6% were visits with a partner, and 12.7% were trips with friends. Regarding the type of accommodation, 30.4% opted for all-inclusive hotels, 21.6% stayed with family and friends, 20.6% stayed in hotels, and 19.6% stayed in an Airbnb, while 3.9% preferred hostels.

Table 4. Reliability analysis.

Item/Variable	Stocking	Standard Deviation	Total Correlation of Corrected Elements	Cronbach’s Alpha If the Element Has Been Deleted
Item 1	3.4412	1.84710	−0.308	0.869
Item 2	3.3529	1.62685	−0.203	0.858
Item 3	2.6471	1.63288	−0.440	0.871
Attitudes	3.5490	1.43407	−0.371	0.862
Item 4	2.2328	1.53171	0.197	0.834
Item 5	3.5049	1.63349	0.806	0.795
Item 6	3.5098	1.62744	0.891	0.789
Subjective Norms	3.3431	1.38964	0.816	0.798
Item 7	3.2500	1.56002	0.819	0.795
Item 8	3.3922	1.56847	0.828	0.795
Item 9	3.4559	1.50609	0.826	0.796
Perceived Control	3.6078	1.49959	0.902	0.791
Item 10	3.5613	1.46076	0.803	0.798
Item 11	3.7770	1.26831	0.737	0.805
Item 12	3.7108	1.28100	0.740	0.805
Sustainable behavior	4.0221	1.26063	0.854	0.799

Source: Authors’ elaboration using SPSS.

shows the reliability of the data collected using Cronbach’s alpha, reaching values of between 0.795 and 0.869 for all items. The variables attitudes, subjective norms, perceived control, and sustainable behaviors presented values of 0.862, 0.798, 0.791, and 0.799, respectively, exceeding the acceptance parameter of 0.7, which demonstrates the relevance of the items and variables for their analysis. In addition, the means of the elements ranged from 2.6471 to 4.0221, with standard deviations of between 1.26063 and 1.84710.

Table 5. Variable estimation errors.

	Attitudes (ACT)	Subjective Norms (NS)	Perceived Control (CP)
Attitudes (ACT)	1.000
Subjective norms (NS)	−0.553	1.000
Perceived Control (CP)	−0.345	0.525	1.000

Source: Authors’ elaboration using SPSS.

shows the results of the estimation error in the multicollinearity of the variables attitudes, subjective norms, and perceived control. The relationship between attitudes and subjective norms yielded a value of −0.555, while that between attitudes and perceived control was −0.345, and that between subjective norms and perceived control was 0.525. These values, below the acceptance parameter, confirm the absence of multicollinearity and validate the suitability of these variables for hypothesis testing.

In

Table 6. Item estimation errors.

	Item 1	Item 2	Item 3	Item 4	Item 5	Item 6	Item 7	Item 8	Item 9	Item 10	Item 11	Item 12
Item 1	1.000
Item 2	0.337	1.000
Item 3	0.308	0.251	1.000
Item 4	−0.308	−0.354	−0.315	1.000
Item 5	−0.321	−0.104	−0.304	0.206	1.000
Item 6	−0.147	−0.076	−0.289	0.200	0.661	1.000
Item 7	−0.183	−0.042	−0.264	−0.002	0.643	0.672	1.000
Item 8	−0.319	−0.118	−0.319	0.190	0.626	0.675	0.639	1.000
Item 9	−0.221	−0.101	−0.316	0.217	0.575	0.624	0.571	0.600	1.000
Item 10	−0.359	−0.166	−0.347	0.297	0.555	0.566	0.533	0.557	0.548	1.000
Item 11	−0.313	−0.172	−0.383	0.216	0.546	0.538	0.524	0.530	0.497	0.548	1.000
Item 12	−0.307	−0.175	−0.347	0.218	0.521	0.531	0.504	0.537	0.509	0.527	0.542	1.000

Source: Authors’ elaboration using SPSS.

, the results of the estimation error analysis, calculating the multicollinearity of the items showed a range between −0.383 and 0.672, placing it below the acceptance parameter of 0.700, indicating that the items are suitable for subsequent analysis. It should be noted that three-item ratios were close to the acceptance limit: the ratio between items 5 and 6 had a value of 0.661, that of items 6 and 7 was 0.672, and that of items 6 and 8 was 0.675. Although these results are below the acceptance threshold, their proximity to the limit merits detailed review in future analyses to determine possible multicollinearities.

Table 7. Checking items and variables.

Item/Variable	Pearson Correlation	Adjusted R Square	Std. Error of the Estimate	Non-Standardized Coefficient Beta
Item 1 → ACT	0.790	0.625	0.87776	0.614
Item 2 → ACT	0.775	0.601	0.90544	0.684
Item 3 → ACT	0.715	0.512	1.00132	0.629
Item 4 → NS	0.633	0.401	1.07577	0.575
Item 5 → NS	0.874	0.765	0.67380	0.744
Item 6 → NS	0.876	0.769	0.66746	0.749
Item 7 → CP	0.901	0.813	0.64765	0.867
Item 8 → CP	0.924	0.854	0.57334	0.884
Item 9 → CP	0.919	0.845	0.59128	0.915
Item 10 → CS	0.905	0.820	0.53456	0.782
Item 11 → CS	0.884	0.783	0.58728	0.880
Item 12 → CS	0.881	0.777	0.59514	0.868

Source: Authors’ elaboration using SPSS.

shows the results of the linear regression analyses, Pearson estimation, estimated error, non-standardized beta coefficient, and error deviation of the items in relation to the variables. It is observed that the relationship of item 1 with attitudes registered an R² of 0.625, a Pearson assessment of 0.790, and an estimated error of 0.87776. Similarly, item 2, associated with attitudes, showed an R² of 0.601, a rating of 0.775, and an estimated error of 0.90544. On the other hand, item 3, linked to attitudes, reached an R² of 0.512, a rating of 0.715, and an estimated error of 1.00132.

Concerning the relationship between item 4 and subjective norms, the values were an R² of 0.401, a compensation of 0.633, and an estimated error of 1.07577. In contrast, item 5, related to subjective norms, obtained an R² of 0.765, a rating of 0.874, and an estimated error of 0.67380. Likewise, item 6, also associated with subjective norms, reflected an R² of 0.769, a compensation of 0.876, and an estimated error of 0.66746.

For perceived control, item 7 showed an R² of 0.813, a compensation of 0.901, and an estimated error of 0.64765. Article 8 linked to it obtained an R² of 0.854, a grade of 0.924, and an estimated error of 0.57334. In addition, item 9, related to perceived control, indicated an R² of 0.845, a rating of 0.919, and an estimated error of 0.59128.

In relation to sustainable behavior, item 10 achieved an R² of 0.820, a rating of 0.905, and an estimated error of 0.53456. Element 11, associated with the same variable, showed an R² of 0.783, a compensation of 0.884, and an estimated error of 0.58728. Finally, item 12, linked to sustainable behavior, registered an R² of 0.777, a classification of 0.881, and an estimated error of 0.59514.

These results show that items 1 and 2 adequately explain the attitude variables, while items 5 and 6 do the same with subjective norms. On the other hand, items 7, 8, and 9 clarify the perceived control variable, and items 10, 11, and 12 clarify the sustainable behavior variable, all showing values higher than the acceptance parameter of R² (0.6) and Pearson’s manipulation. On the contrary, the relationship of item 3 with attitudes and item 4 with subjective norms presented values of R² below 0.6, indicating that there is no significant relationship between these items and variables.

In

Table 8. Hypothesis testing.

Hypothesis	Variables	Pearson Correlation	R Square	Adjusted R Square	Std. Error of the Estimate
1	ACT → CS	0.569	0.324	0.323	1.03761
2	NS → CS	0.844	0.713	0.712	0.67656
3	CP → CS	0.865	0.748	0.748	0.63335

Source: Authors’ elaboration using SPSS.

, the results for the hypotheses testing are shown. For Hypothesis 1 (H1), which relates attitudes and sustainable behavior, the data showed an R² of 0.324 and a Pearson score of 0.569, with an estimated error of 1.03761. These results do not support H1, indicating that there is no significant relationship between attitudes and sustainable behavior.

Regarding Hypothesis 2 (H2), which links subjective norms and sustainable behavior, R² values of 0.713 and Pearson evaluation values of 0.844 were observed, with an estimated error of 0.67656. These results validate H2, demonstrating that there is a significant relationship between subjective norms and sustainable behavior.

Regarding Hypothesis 3 (H3), which associates perceived control and sustainable behavior, R² values of 0.748 and Pearson assessment of 0.865 were recorded, with an estimated error of 0.63335. These data confirm H3, noting that there is a significant relationship between perceived control and sustainable behavior.

4. Discussion and Conclusions

The correlation of the items with the variables’ results, specifically the variable of attitude, indicates that Generation Z tourists are aware of the impact of water consumption and are concerned about it (item 1) and are willing to reduce their water consumption to protect the environment (item 2). The results also indicated that they are not willing to listen to the recommendations of the lodging center or the government authorities in terms of the strategies to reduce water consumption. Another critical aspect, in relation to the variable of subjective norms, is that Generation Z tourists consider that the people who accompany them (item 5) and other tourists (item 6) consider their water consumption adequate. However, they affirm that it is not an active interest of the environment to reduce water consumption (item 4).

Regarding perceived control variable, Gen Z tourists indicated that they have the knowledge and skills necessary to reduce their water consumption (item 7), as well as the ability to follow specific recommendations in relation to reducing water consumption (item 8) and that they could effectively mitigate it if they so choose. The behavior-related results indicated that Generation Z tourists have developed activities to reduce water consumption (item 10), that they have heeded the recommendations of lodging centers (item 11), and they exhibit behavior that favors the reduction of water (item 12).

In relation to Hypothesis 1, the results indicated that there is no relationship between attitudes towards sustainable consumption and sustainable water consumption; likewise, Hypothesis 2 was accepted, indicating that subjective norms around sustainable consumption determine the responsible water consumption behavior of Generation Z tourists. Finally, Hypothesis 3 was approved, determining that the perceived control towards water consumption will influence the sustainable water consumption behavior of Generation Z tourists.

These results are partially consistent with those postulated by Ajzen [29], who states that subjective norms and perceived control are determinants in the water consumption behavior of Generation Z tourists, disagreeing with several studies, such as that of Son et al. [54], who indicate that attitudes are predictors of the behavior among tourists. Moreover, Japutra [55] states that positive attitudes among tourists are predictors of sustainable behaviors. This may be justified by considering the fact that the attitudes of Generation Z are favorable towards sustainable behavior, which is why they are not considered predictors, as they are a base element in this generation.

Regarding subjective norms, the studies are consistent with those of Pan et al. [38], Clark et al. [60] and Wang [62], among others, in establishing that social pressure influences sustainable behavior. Finally, in relation to perceived control, the results are correct in agreeing with the extensive literature that relates this variable, which reaffirms the relationship between perceived sustainable control and sustainable tourist behavior [38,63,66,70].

The study identified specific limitations related to the origin of tourists from the region, who come from various countries. While Generation Z is characterized as the first global generation with similar behaviors across individuals, cultural factors continue to exert a significant influence on their actions. Consequently, given the characteristics of this demographic, systematic sampling emerges as a more suitable approach. This consideration, however, introduces new research lines, such as examining the impact of cultural differences on water consumption during trips to tourist destinations. Furthermore, this phenomenon could be classified based on the type of tourism practiced.

In conclusion, this study found that attitudes toward sustainable consumption do not significantly influence the sustainable water consumption behavior of Generation Z tourists. And it was established that subjective norms and perceived behavioral control towards sustainable consumption have a significant impact on the sustainable water consumption behavior of Generation Z tourists. Academically, this study contributes to the literature of the Theory of Planned Behavior by focusing on the sustainable behavior in the water consumption of Generation Z.

Additionally, this research provides empirical evidence on subjective norms and perceived control as determinants of sustainable behavior in water consumption by Generation Z tourists, giving rise to new research on tourist water consumption, which can focus on Millennials, Generation X, and Baby Boomers to understand whether different generations present different predictive elements. On the other hand, the results offer information to lodging centers, tourism stakeholders, and governments on what elements affect the water consumption behavior of Generation Z tourists, allowing them to develop more appropriate strategies to reduce water consumption in this segment.