Understanding museum vacationers' eco-friendly decision-making process: strengthening the VBN framework

In the present research, the process of vacationers’ pro-environmental decision formation for environmentally responsible museums was examined. This research employed and broadened the value-belief-norm theory, using satisfaction with green product use, green trust, and frequency of past behavior for green product use as predictors. A structural equation modeling was utilized for modeling comparisons and hypothesis testing. A measurement model tested using the data gathered at museums was found to satisfactorily fit to the data. Newly integrated constructs significantly improved the prediction power of the theory. In addition, results of the structural equation modeling generally supported the proposed relationships. Moreover, a salient role of moral norm was identified. As expected, new environmental paradigm, awareness of consequences, ascribed responsibility, and moral norm played an important mediating role. A parsimonious model with greater prediction power than the original value-belief-norm theory was produced through modeling comparisons and the process of testing relationships among research variables. Our results offer a sufficient understanding of vacationers’ pro-environmental intention for eco-friendly museums.