Generation Z’s Travel Behavior and Climate Change: A Comparative Study for Greece and the UK

Demiris, Athanasios; Fountas, Grigorios; Fonzone, Achille; Basbas, Socrates

Abstract

Climate change is one of the most pressing global threats, endangering the sustainability of the planet and quality of life, whilst urban mobility significantly contributes to exacerbating its effects. Recently, policies aimed at mitigating these effects have been implemented, emphasizing the promotion of sustainable travel culture. Prior research has indicated that both environmental awareness and regulatory efforts could encourage the shift towards greener mobility; however, factors that affect young people’s travel behavior remain understudied. This study examined whether and how climate change impacts travel behavior, particularly among Generation Z in Greece. A comprehensive online survey was conducted, from 31 March to 8 April 2024, within a Greek academic community, yielding 904 responses from Generation Z individuals. The design of the survey was informed by an adaptation of Triandis’ Theory of Interpersonal Behavior. The study also incorporated a comparative analysis using data from the UK’s National Travel Attitudes Survey (NTAS), offering insights from a different cultural and socio-economic context. Blending an Exploratory Factor Analysis and latent variable ordered probit and logit models, the key determinants of the willingness to reduce car use and self-reported reduction in car use in response to climate change were identified. The results indicate that emotional factors, social roles, and norms, along with socio-demographic characteristics, current behaviors, and local environmental concerns, significantly influence car-related travel choices among Generation Z. For instance, concerns about local air quality are consistently correlated with a higher likelihood of having already reduced car use due to climate change and a higher willingness to reduce car travel in the future. The NTAS data reveal that flexibility in travel habits and social norms are critical determinants of the willingness to reduce car usage. The findings of the study highlight the key role of policy interventions, such as the implementation of Low-Emission Zones, leveraging social media for environmental campaigns, and enhancing infrastructure for active travel and public transport to foster broader cultural shifts towards sustainable travel behavior among Generation Z.

Citation

Demiris, A., Fountas, G., Fonzone, A., & Basbas, S. (2025). Generation Z’s Travel Behavior and Climate Change: A Comparative Study for Greece and the UK. Big Data and Cognitive Computing, 9(3), Article 70. https://doi.org/10.3390/bdcc9030070

• Journal Article Type: Article
• Acceptance Date: Mar 11, 2025
• Online Publication Date: Mar 17, 2025
• Publication Date: 2025
• Deposit Date: Mar 24, 2025
• Publicly Available Date: Mar 24, 2025
• Journal: Big Data and Cognitive Computing
• Print ISSN: 2504-2289
• Publisher: MDPI
• Peer Reviewed: Peer Reviewed
• Volume: 9
• Issue: 3
• Article Number: 70
• DOI: https://doi.org/10.3390/bdcc9030070
• Keywords: climate change; travel behavior; Generation Z; ordered probability models; factor analysis; Greece; UK
• Public URL: http://researchrepository.napier.ac.uk/Output/4183413