Generation Z perspectives on museum sustainability using Q methodology

Museums and researchers require knowledge of how museums think about and practice sustainability to understand how sustainability considerations can further be incorporated and institutionalised into museum practice on four pillars: environmental, social, economic and cultural. A systematic literature review was carried out to explore the theoretical background of sustainable museums. This study, which used Q methodology, was designed to determine museum visitors’ preferences related to the most important sustainability elements of museums. The participants in the study were 24 museum visitors from Generation Z in Hungary. Data were collected through 37 Q statements. According to the findings of the research, young museum visitors can be distinguished into three groups (factors): Conscious, Experience-seeking, and Enthusiastic-to-learn visitors.