Rural–Urban Divide: Generation Z and Pro-Environmental Behaviour

Abstract

Generation Z is the crucial cohort that will have to face the issues resulting from human impacts on the environment. The oldest members of this generation are now entering adulthood. Even though Generation Z is a global and homogeneous cohort, research indicates that the type of settlement unit where one lives may condition the emergence of intra-generational differences. The study focused on determining the pro-environmental behaviour (PEB) of Generation Z from the perspective of a former-socialist European country, Poland. We explored the motivational factors of Polish Generation Z towards their PEB and the actual PEB they undertake. We conducted focus-group interviews with 68 representatives of Generation Z, aged 16–19, living in villages, small towns, and medium-sized and large cities. The data obtained from the interviews were analysed in NVivo software by means of content analysis. Using the Theory of Planned Behaviour, we showed that the type of settlement unit determines pro-environmental attitudes and barriers to undertaking pro-environmental behaviour.