The impact of environmental attitudes and information processing on decision-making in transport services: a case study of Gen Z students

Abstract

Purpose: Studies reveal that students of Generation Z should be environmentally conscious, and that education, among other factors, should encourage students to engage in sustainable behaviours from an early age; however, this assumption may not hold true in all regions. Notably, a particular research gap is the impact of information overload on environmental decision-making. Design/methodology/approach: To address this discrepancy, our study employs the theory of planned behaviour (TPB) to investigate transportation services via three model situations, i.e. public transport, electromobility, and conventional vehicles, utilising students’ behaviour as a case study. The research was conducted in Czechia using primary data from a questionnaire survey. Findings: The results reveal that pro-environmental and transport attitudes influence choices made by Generation Z students as well fundamental personal income and the ability to process information even under information overload. The findings further indicate that higher income may compromise engaging in pro-environmental behaviour, while the ability to process information promotes such behaviour. Originality/value: This study provides empirical validation of theoretical insights into the effects of information overload on sustainable decision-making. The findings indicate that service management can adapt strategies for enhancing sustainability and customer satisfaction by addressing the specific needs and obstacles identified in this study. This has implications for service markets in relation to changes in demographics and consumer preferences. In contrast with previous studies, which often focus on older generations and specific aspects of transport, our study encompasses a comprehensive examination of pro-environmental attitudes, information processing, socioeconomic factors, and social influences that shape Generation Z students’ preferences.