Psychological Drivers and Pro Sustainable Practices on Sustainable Buying Behaviour of Young Travelers: A Conceptual Framework integrating Nudge Theory and Norm Activation Model (NAM)

Sustainable consumption has become a key concern in the luxury hotel choices of young travelers. Although previous studies have examined the psychological drivers of eco-consumption using models such as the Norm Activation Model, few have integrated these with behavioral interventions proposed by Nudge Theory. Addressing this gap, this conceptual paper synthesizes recent literature and proposes a framework combining the Norm Activation Model and Nudge Theory. The framework identifies eco-consciousness, eco-perception, and eco-values as key psychological drivers of young travelers' sustainable purchase intentions in luxury hospitality. The study contributes to theory by highlighting these factors as important determinants of eco-buying behavior. It also offers practical insights for hotel managers to integrate sustainable practices into luxury experiences that encourage environmentally responsible purchasing decisions among young travelers.