 Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behaviorHeesup Han Tourism Management, 2015, vol. 47, issue C, 164-177 Abstract: This research was designed to provide a comprehensive understanding of the formation of travelers' pro-environmental intentions in a green lodging context by merging value-belief-norm theory and the theory of planned behavior into one theoretical framework and by considering the moderating impact of non-green alternatives' attractiveness. Results of the structural analysis from a sample of 402 guests showed that our unified model includes a satisfactory level of prediction power for pro-environmental intention, which was superior to existing theories. Findings also supported the hypothesized relationships among study variables, identified the prominent role of awareness of consequences and normative process in generating intention, and verified the mediating impact of study variables. In addition, the invariance test identified the significant moderating impact of non-green alternatives' attractiveness. Specifically, the role of attitude, perceived behavioral control, and moral obligation in forming intention was found to be more important when customers felt the alternatives were less attractive. Keywords: Theory of planned behavior; Value-belief-norm theory; Pro-environmental intention; Green hotel (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:47:y:2015:i:c:p:164-177 DOI: 10.1016/j.tourman.2014.09.014 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.