The Gen Z attitude-behavior gap in sustainability-framed eWOM: A generational cohort theory perspective

Generational Cohort Theory (GCT) posits that consumers’ attitudes, values, and behaviors are influenced by the generational cohort they belong to. While Generation Z is often portrayed as socially and environmentally conscious, limited empirical research has examined their actual online engagement with sustainability issues. This study builds on GCT to explore how Gen Z participates in electronic word-of-mouth (eWOM) regarding hotels’ sustainability practices, focusing on environmental, socio-economic, and cultural aspects. Analyzing 495,000 online reviews using text analytics and regression analysis, the study reveals an attitude-behavior gap: Gen Z is less engaged in sustainability-related eWOM than other cohorts. The Silent Generation and Gen X show higher engagement with environmental and socio-economic issues, respectively, while Millennials focus on cultural dimensions. Furthermore, when Gen Z discusses sustainability, environmental content positively relates to ratings, while social and cultural aspects show negative associations. These findings offer insights for tailoring hotels’ sustainability communications to different generational segments.