 Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?Wasim Ahmad, Woo Gon Kim, Zaheer Anwer () and Weiqing Zhuang Journal of Business Research, 2020, vol. 110, issue C, 228-236 Abstract: To address research gaps, this study develops a conceptual framework that integrates the personal values of Schwartz (1992) and the theory of planned behavior (TPB) and aims to examine tourists’ visiting intentions towards eco-friendly destinations. The authors collected data from 503 Chinese tourists. The majority of the hypotheses were accepted. The results show that resultant self-transcendence and resultant conservation values have positive relationships with three TPB anchors, i.e. (1) attitude, (2) subjective norms, and (3) perceived behavioral control. Contrarily, the authors found an insignificant relationship between value of resultant conservation and perceived behavioral control. Furthermore, TPB factors exert positive effects on tourists’ visiting intentions. Moreover, environmental consciousness positively moderates relationships between Schwartz personal values and attitude. The findings offer strong theoretical and practical implications. Keywords: Eco-friendly; Ecotourism; Personal values; Theory of planned behavior; Visiting intention (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:jbrese:v:110:y:2020:i:c:p:228-236 DOI: 10.1016/j.jbusres.2020.01.040 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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