An integrated model of travelers’ pro-environmental decision-making process: the role of the New Environmental Paradigm

This study integrated Value-Belief-Norm and Modified Norm Activation Model into a theoretical framework to identify the role of the New Environmental Paradigm (NEP) in tourists’ pro-environmental decision-making process. Results of the structural model from 484 sample travelers provide a comprehensive view of travelers’ pro-environmental decision-making process. Findings highlight that the integrated model captures a conceptual foundation by better-predicting travelers’ pro-environmental behaviors with the NEP playing a critical role in facilitating predictive power improvement. This study expands the literature on the NEP in the environment and tourism research and suggests destinations for incorporation of the concept into developing promotional campaigns.