The digital media engagement and sustainable travel choices of millennials in Oriental Mindoro: A political consumerism perspective

Abstract

This study examines the influence of digital media engagement on Millennials’ sustainable travel choices through the lens of political consumerism. Anchored in the Uses and Gratifications Theory, Political Consumerism Theory, and Theory of Planned Behavior, the research explores how digital media usage frequency, platform preference, and content type affect Millennials’ travel decisions concerning environmental conservation, ethical practices, and eco-friendly destination preferences. Utilizing a descriptive-correlational design, data were collected from 169 respondents in Oriental Mindoro through a validated, structured questionnaire. Statistical tools, including weighted mean and Spearman’s Rho correlation, assessed the relationship between digital media engagement and sustainable travel behavior. The results indicated significant relationships in all cases. Frequency of use showed a statistically significant correlation with environmental conservation (r = 0.318, p < .001) and ethical practices (r = 0.366, p < .001). However, the correlation with preference for an eco-friendly destination was not significant (r = 0.101, p = 0.19). Results indicate that Millennials highly engage with digital content related to sustainable travel, significantly influencing their environmental and ethical choices. However, the impact on destination preference is comparatively lower. Limitations involve the specific geographic focus and sample size, suggesting further research across diverse populations. The insights contribute to sustainable tourism promotion by demonstrating how digital engagement can foster ethical and environmentally conscious travel behaviors among Millennials.