Environmental Interpretation and Beach Goers' Pro-Environmental Behavior: Perspectives from Members of Generation Z

Abstract

This qualitative research examines the interpretive experience of six female beach goers, who are all members of Generation Z, at Playa La Caleta, a nature resort in Morong, Bataan, Philippines. Using the phenomenological tradition of communication theory and Tilden's philosophy of interpretation as a framework, the research sought to understand the communication process between nature (the beach) and human (the Generation Z beach goers) through an interpretive experience, and how such dialogue or experience of otherness impacted Gen Zers’ understanding, appreciation, and protection of beach environment. The research revealed a negotiation-like dialogue between the research participants and the beach environment: Keep me clean and I’ll give you peace of mind. This interpretation of their communication process shaped the participants’ proenvironmental behaviors towards the beach environment and their expressed plan of action moving forward. The research highlights the importance of emphasizing tangible and intangible rewards in environmental interpretation initiatives, and highlights the distinct Filipino characteristics of hiya and strong family ties as influencers of pro-environment behaviors among Filipino members of Generation Z. Finally, the research presents recommendations for future related research and for the enhancement of environmental interpretation initiatives in beaches.