YASHIL TURIZM VA “Z” AVLODNING TURISTIK FAOLIYATGA MUNOSABATI

Abstract

This article examines the concept of green tourism and its role in sustainable
development, focusing on Generation Z’s attitudes toward green tourism services. The study is
based on the Theory of Planned Behavior (TPB) and investigates the influence of knowledge
sharing, attitude, subjective norms, and perceived behavioral control on young consumers’
intention to use green tourism services. Survey results reveal that although Generation Z
demonstrates a high level of interest in green tourism, their conceptual awareness remains
insufficient. At the same time, indicators of environmentally responsible behavior – such as waste
sorting, resource conservation, and the use of eco-friendly transportation – are relatively high. The
findings confirm that the development of green tourism requires strengthened environmental
education, improved infrastructure, and enhanced governmental support.