Drivers of customer decision to visit an environmentally responsible museum: merging the theory of planned behavior and norm activation theory

The main goal of this research was to merge the theory of planned behavior and the norm activation theory into one model and test its applicability in an environmentally responsible museum context. A filed survey was conducted at museums. Structural equation modeling was used to test research hypotheses. Results of the structural model comparisons revealed that the prediction power of our integrated model was superior to that of the theory of planned behavior and the norm activation theory. The proposed relationships among research constructs were generally supported. The mediating role of study variables was established. Additionally, the salient role of personal norm and attitude in generating museum travelers’ pro-environmental intention was identified. Overall, there was a strong support for the proposed theoretical model.     

Eliciting customers’ waste reduction and water saving behaviors at a hotel

Without a doubt, sustainability is a critical issue in the world’s hotel industry. The present study examined the key cognitive, affective, and normative determinants of customers’ waste reduction and water saving intentions during their hotel stay. This research also investigated the effect of involvement of green behaviors in everyday life as a moderator. A survey methodology and quantitative approach were utilized while conducting this study. Our results revealed that environmental value, concern, and awareness acted as significant cognitive triggers in forming pro-environmental intentions, and that anticipated feelings were important contributors to increasing intentions. The salient role of moral norm in determining environmentally responsible decision was also uncovered. Moreover, the results from the invariance test demonstrated that involvement of green behaviors included a significant moderating effect. Overall, our conceptual model sufficiently explained the variance in pro-environmental intentions among hotel customers.     

Emerging youth tourism: fostering young travelers’ conservation intentions

Greening is one of the most important issues faced by the tourism industry today. Nevertheless, theoretical and empirical research on young travelers’ sustainable behaviors is scarce. This study developed a conceptual framework involving biospheric value, environmental concern, environmental awareness, ascribed responsibility, and moral norm in order to better explain young travelers’ pro-environmental decision-making process. A total of seven hypotheses were proposed and tested using structural equation modeling. Results revealed that the postulated theoretical model satisfactorily accounted for three dimensions of young tourists’ environmentally responsible intentions; the study variables are all significantly related; and the mediating impact of moral norm and environmental concern was evident. Moreover, the prominent role of moral norm in forming intentions was noteworthy. Our findings from the invariance test further indicated that environmental awareness and ascribed responsibility acted as moderators. The implications of these results are discussed.     

Guests’ pro-environmental decision-making process: Broadening the norm activation framework in a lodging context

This study sought to provide a clear understanding of hotel guests’ post-purchase decision-making process, and whether it occurred in an environmentally responsible manner. Volitional, emotional, experiential, and habitual processes imperative in pro-social/pro-environmental consumer behavior were successfully integrated into the Norm Activation Model (NAM). Results of the structural model and metric-invariance test with 316 samples gathered via an online survey indicated that the extended norm activation framework comprising such important processes and interpretation of the NAM as a sequential model was more effective in predicting guests’ pro-environmental intention than the original NAM and the rival model, which offered an alternative interpretation of the NAM (moderator model). Additionally, the prominent role of moral norm was evident; this personal obligation served to mediate the proposed theoretical framework. Our results also generally supported hypothesized associations among study constructs. Our theoretical model provided a sufficient level of prediction power for guests’ pro-environmental intentions.     

Application of the extended VBN theory to understand consumers’ decisions about green hotels

An increasing number of hotels are altering their operations proactively to include more environmentally friendly practices. Despite the greater interest in consumers’ green behaviors, the theoretical application of the value-belief-norm (VBN) theory has been used only rarely to investigate consumers’ intentions to visit a green hotel. The purpose of this study was to expand existing knowledge of hotel consumers’ green behaviors by developing and testing an extended VBN theory used in the hospitality literature. More specifically, this study incorporated subjective norms and green trust into the original VBN model as a theoretical framework to understand comprehensively consumers’ decision-making processes with respect to their intentions to visit a green hotel. A web-based survey was used to collect data from a convenience sample of faculty members working at an institution of higher education in the Midwestern United States who have been lodging consumers. Structural equation modeling was applied to test the hypotheses. The results showed that all but subjective norms were successful in explaining consumers’ decision-making processes regarding their intentions to visit a green hotel. The results can assist hotel managers in the adoption and implementation of hotel operations based on the needs of environmentally conscious consumers.     

College youth travelers’ eco-purchase behavior and recycling activity while traveling: an examination of gender difference

ABSTRACT

With the limited research about youth tourists’ pro-environmental behaviors, this study was designed to examine the formation of college youth tourists’ eco-friendly purchase and recycling behaviors while traveling to tourist destinations. A quantitative approach with a structural analysis was used. Our results revealed that the proposed theoretical framework satisfactorily accounted for the variance in eco-purchase and recycling behaviors. The hypothesized associations among eco-concern, attitude, social norm, anticipated affects, and sense of obligation were in general supported, and such relationships contributed to triggering pro-environmental behaviors. Findings also indicated the mediating impact of moral obligation, attitude, and negative affect, and identified the salient role of moral obligation in determining eco-purchase and recycling activities. A test of metric invariance further explored the gender difference that exists in the relationships between eco-concern and anticipated affects and between attitude and moral obligation. This research provides meaningful insights into understanding college youth tourists’ sustainable tourism behaviors.     

Theory of planned behaviour: predicting tourists’ pro-environmental intentions after a humpback whale encounter

Nature-based experiences can contribute to individuals’ connection to nature and intentions toward sustainable environmental behaviours. Conservation psychology can use tourism as a platform to modify tourists’ intentions and behaviours regarding key marine threats such as single-use plastics. This study examined changes to pro-environmental intentions, particularly regarding plastic use, in 267 nature-based tourists from Australia and Tonga who completed a whale watching/swim experience. A theory of planned behaviour (TPB) framework was used incorporating moral norms and environmental identity, which have been previously implicated in explaining pro-environmental actions. This study found that including moral norms in the TPB model significantly increased the ability to predict pro-environmental intentions. Further, when controlling for the TPB and moral norm variables, environmental identity explained a further 15% of tourists’ pro-environmental intentions. The findings suggest the original TPB model may be less suitable within a marine conservation context. Collectively, positive nature-based experiences, environmental identity, and moral norms are important in understanding tourist’s intentions to engage in sustainable environmental behaviours.     

Vacationers’ norm-based behavior in developing environmentally sustainable cruise tourism

The cruise industry has faced the greening issue. The present research was designed to explicate cruise travelers’ decision formation for choosing an environmentally responsible cruise product rather than a conventional cruise. To achieve the research purpose, we employed a norm activation theory (NAT) and extended it by including social norms and anticipated feelings. An online survey was used as survey methodology. The validated measures in the previous studies were used. Results of the measurement model assessment revealed that the utilized measures contained a satisfactory level of reliability and validity. Findings from the modeling comparison showed that the proposed extended model included a better ability to predict passengers’ pro-environmental intentions than the original NAT. Our findings further indicated that personal norm and ascribed responsibility played a crucial mediating role; and personal norm has the greatest criticality in the process of generating passengers’ intentions for selecting an environmentally responsible cruise. In sum, our objectives were sufficiently obtained. Our findings provided tourism researchers and cruise practitioners with a sufficient understanding of passengers’ eco-friendly decision-making process related to a cruise product.     

The value–belief–emotion–norm model: investigating customers’ eco-friendly behavior

Building on a Value–Belief–Norm (VBN) theory, this study set out to develop a value–belief–emotion–norm model as a comprehensive theoretical framework for explicating customers’ pro-environmental decision-making process in a cruise context. Results of the structural analysis revealed that our model satisfactorily fit the data and the proposed relationships were generally supported. Our sequential framework involving the emotional process was superior to the original VBN model and alternative mediator and moderator models, and explained more effectively the decision formation. Moreover, results showed that the integrated emotional process played a vital role in generating moral norms and intentions. Findings further identified the important mediating nature of belief constructs, anticipated emotion, and personal norms.     

Fostering visitors’ pro-environmental behaviour in an urban park

Recognizing the increasing importance of sustainable environment, this research explored visitors’ pro-environmental decision-making process in an urban park context. This study investigated the relationships among attitudes, subjective norms, perceived behaviour control, positive and negative anticipated emotions as well as behavioural intentions. The results suggest that positive anticipated affects positively influenced low-effort and high-effort pro-environmental behavioural intentions. In addition, positive anticipated affects mediated the relationship between cognitive factors and behavioural intentions. Interestingly negative anticipated affects did not influence behavioural intentions. Further analysis revealed subjective norm was the strongest predictor of intentions, especially the low-effort pro-environmental behavioural intentions. The research advances the conceptual understanding of the role of each construct in generating park visitors’ intentions to perform environmentally responsible behaviours while visiting an urban park.     

Green events,value perceptions,and the role of consumer involvement in festival design and performance

This study explores the dimensionality of event attendees’ “green” involvement in festival settings. Given growing interest in environmental issues, it explores relationships between eco-friendly services, and visitor perceptions, intentions, or choices, using the theory of involvement, and involvement–value relationship studies. Special attention is given to comparative advantages attained by events having green policies and practices, and to assessing how much attendees will pay for those practices through event spending. A green involvement scale was developed, tested, validated and refined, before being used at the major Macau Food Festival, obtaining a 406 person data set, which was analyzed by factor analysis and structural equation modeling. Results had both theoretical and managerial implications. There is a strong linkage between green involvement and perceived value. To obtain maximum comparative advantage, however, marketing efforts must focus on promoting green initiatives. For example, attendees who take an interest in and feel connected to environmental issues in their life will spend significantly more. Green design and waste management were the most important drivers of perceived green value, followed by green food and green environment and activities. Our findings show that festival attendees will pay 28% more for green food if they perceive the event offers them green values.     

An empirical analysis of green convention attendees' switching intentions

This study aims at proposing to test a research model to gain a better understanding of the relationships among the dimensions of experiential quality, green experiential satisfaction, green alternative attractiveness, green service fairness, green variety-seeking, and green switching intentions. The study's findings are based on structural equation model analysis of a convenience sample of 650 attendees at the 13th International Green Building and Energy-Savings Exhibition 2016 in Chongqing, China. The results of this analysis contribute to the services marketing theory by providing additional insights into green switching intentions, the dimensions of experiential quality, green experiential satisfaction, green alternative attractiveness, green service fairness, and green novelty-seeking. The study's results will assist green convention management in developing and implementing market-orientated service strategies to increase the dimensions of experiential quality and green experiential satisfaction, enhance green alternative attractiveness, green service fairness, and green novelty-seeking, and decrease green switching intentions.     

Investigating individuals’ decision formation in working-holiday tourism: the role of sensation-seeking and gender

ABSTRACT

Despite the emergence of working-holiday tourism, little research has been carried out to understand working-holiday makers’ (WHMs) decision-making processes. This study was designed to examine the formation of WHMs’ intentions to participate in working-holiday tourism programs. A study model was proposed by extending sensation-seeking into Ajzen’s Theory of Planned Behavior (TPB) and testing the difference between gender groups. An online survey was conducted with 369 WHMs in China. The study result indicated that the TPB model has a good fit to the data, and that the predictive power of the intention has been improved compared with the original TPB. The results from a structural equation reveal that three critical elements in TPB significantly formed individuals’ intentions for working-holiday programs, sensation-seeking formed positive and significant relationships with subjective norm (SN) and perceived behavioral control (PBC), and most importantly, significant differences were found between different gender groups. The study’s theoretical and managerial implications are discussed.     

Youth travelers and waste reduction behaviors while traveling to tourist destinations

ABSTRACT

This study aimed to develop a robust conceptual framework incorporating volitional and non-volitional dimensions within the theory of planned behavior and cognitive (green image and environmental awareness) and affective (anticipated pride and guilt) dimensions to explicate youth tourists’ waste reduction behaviors while traveling to destinations. A quantitative approach was used. Structural equation modeling was utilized for data analysis. This study proved the usefulness and sufficiency of the proposed framework. Volitional factors were significant determinants of intentions. Our findings also showed that the inclusion of green image, environmental awareness, and anticipated feelings increased the prediction power of the theory. Results also supported the significant role of these integrated variables in increasing waste reduction intentions. Attitude had a mediating role and included the relative importance in determining intentions. This study extended destination researchers’ and practitioners’ knowledge and understanding of visitors’ waste reduction behaviors in the youth tourism context.     

Employees’ green recovery performance: the roles of green HR practices and serving culture

A tourist organization’ green sustainability can be achieved not only through its employees’ environmental activities but also through their green recovery behavior performed to resolve or recover environmentally–unfriendly actions in their tourist services. The primary aim of our research is to investigate the role of green human resource (HR) practices (training, empowerment and rewarding for pro-environmental behaviors) in fostering employees’ green recovery performance. Participants recruited for this study comprised frontline employees and their supervisors from tour companies based in Ho Chi Minh City, Vietnam. The research results provided support for the mediation role of employee environmental commitment for the positive effects of green HR practices on employee's green recovery performance. Moreover, serving culture was found to play a moderating role to strengthen the impacts of green HR practices on employee environmental commitment as well as for the effect of employee environment commitment on their green recovery performance.     

Modeling the psychological antecedents to tourists’ pro-sustainable behaviors: an application of the value-belief-norm model

Understanding the psychological mechanisms underpinning tourists’ voluntary adoption of behaviors that minimize harm to environments and communities that support tourism is critical for the sustainability of the industry. In this study, we examined the internal attributes that lead tourists to adopt three dimensions of pro-sustainable behavior drawing on the value-belief-norm model. We hypothesized that pro-sustainable behavior is reflected in three dimensions of intent related to behaviors that reduce environmental impacts, the consumption of local goods and services, and a willingness to sacrifice time and money to choose sustainable options. Additionally, hypothesized behavior to be a function of altruistic values, beliefs and Personal Norms. Data were drawn from a panel of active US tourists (N = 623). The hypothesized model predicting pro-sustainable behavior was tested using structural equation modeling techniques. Results demonstrate that the model adequately fit the data, and that Personal Norms account for a considerable degree of variance in tourists’ pro-sustainable behavioral intent. Biospheric values were found to influence behavioral intent mediated by value-belief-norm model constructs.     

Modeling predictors of restaurant employees’ green behavior: Comparison of six attitude-behavior models

In this study, a new model of how commitment affects green behaviors was developed, tested, and compared with 5 models of the theory of planned behaviors (TPB) to verify the key influential factors of restaurant employees’ green behaviors. Final questionnaires were distributed to 551 restaurant employees through cluster sampling, and 425 valid samples were received. AMOS 18.0 was used to conduct a 2-stage structural equation modeling analysis to achieve the research purposes. According to data analysis, the commitment model was the strongest model beyond TPB and extended TPB to explain restaurant employees’ green behaviors for the development of food environment sustainability.