MZ세대의 기후변화에 대한 위험인식이 친환경 관광행동의도에 미치는 영향 연구: 규범 활성화 모델을 적용하여

Purpose - This study examined how Generation MZ perceives the climate change risk perception and performed the impact of their risk perception of climate change on eco-friendly tourism behavioral intentions in terms of sustainable tourism.Design, data, and methodology -The study applied Norm Activation Model(NAM) and conducted an online survey with the age group of Generation MZ and performed regression analysis, using SPSS 25.0.Result - As a result of this study, financial risk perception and physical risk perception had a positive impact on the responsibility, and natural risk perception did not have any significant impact on the responsibility. Financial risk perception and physical risk perception had a positive impact on personal normsConclusions - The result of this study indicated how MZ generations perceive the climate change risk. They tend to perceive risk when they experience climate change.