Visitors’ pro-environmental behavior and the underlying motivations for natural environment: Merging dual concern theory and attachment theory

Minseong Kim and Dong-Woo Koo

Journal of Retailing and Consumer Services, 2020, vol. 56, issue C

Abstract: As nature-based tourism has recognized the seriousness of environmental issues, tourists’ pro-environmental behaviors have gained the attention of scholars and practitioners. However, previous empirical studies have not considered motivational factors and destination-related constructs within the tourism context. With the data collected from nature-based tourists, the findings of this study reveal the significant association between personal values and motivations and the significant impact of anticipated positive affect on pro-environmental behavior among nature-based tourists. Also, the findings address that the impact of empathetic concern on pro-environmental behavior is moderated by a level of place attachment to a nature-based destination.

Keywords: Value orientation; Motivation; Pro-environmental behavior; Place attachment; Nature-based tourism (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:56:y:2020:i:c:s0969698920303143

DOI: 10.1016/j.jretconser.2020.102147

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