Generation Z perspectives on museum sustainability using Q methodology

Anotace: 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.