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The purpose of this study is to examine how one's social media use during travel, to connect and/or to update, is related to selected personal values among Generation Z. Hypotheses are proposed based on how values are related to two common dimensions: openness-to-change and self-enhancement.

A survey was conducted using existing and self-developed scales with 177 college students, a group of Chinese Gen Zers, at a public higher education institution in Macao, China.

Results show that community values and materialistic values have a significant influence on social media use, whereas family values do not. Between two distinctive social media uses, consumers with a stronger materialistic value are more likely to use social media to update. Subjects with a stronger community value are more likely to use social media to connect.

The study scrutinizes how mobile social media may be used in travel among Generation Z, who grew up with mobile devices and social media while forming personal values under the influence of families, communities and external environments. Travel destinations and services could streamline social media marketing efforts at those personal values that are relevant to their target markets. The results offer practical applications and directions for future research.

Using broad definitions of sustainable and non-sustainable consumer behavior, identifying key elements of these types of consumer behavior and differentiating between spirituality and religiosity, the purpose of this study is to develop and test a research model.

A systematic literature review was conducted to identify elements of the research constructs. Literature on sustainable business practices was particularly important. Once elements were identified, measures used in previous consumer behavior research were used to collect data from 116 undergraduate students enrolled in marketing and management classes at a major university located in the southwestern USA.

Results indicate that the level of a consumer’s spirituality affects both sustainable and non-sustainable consumer behavior. In addition, the model predicts that the level of a consumer’s religiosity has no impact on non-sustainable consumer behavior, and this prediction is verified by the study results.

As it is important for businesses to conduct sustainable business practices, it may also be beneficial to consumers to practice sustainable behavior. A significant predictor of this sustainable consumer behavior is spirituality, and it is important to distinguish spirituality from religiosity.

Sustainable consumer behavior is more thoroughly described. Also, religiosity and spirituality are delineated. Finally, for the first time, the separate and distinct impact of religiosity and spirituality on sustainable and non-sustainable consumer behavior is assessed.