Sustainable Choices and Behaviors among Eco-Friendly Museum Travelers: Exploring the Drivers of Sacrifice, Visit, Pay, and WOM Intentions

Heesup Han, Linda Heejung Lho, Hyeon-Cheol Kim and Elena-Nicoleta Untaru
Additional contact information
Heesup Han: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143747, Korea
Linda Heejung Lho: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143747, Korea
Hyeon-Cheol Kim: School of Business Administration, Chung-Ang University, 84 HeukSeok-Ro, DongJak-Gu, Seoul 06974, Korea
Elena-Nicoleta Untaru: Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității nr. 1, Corpul A, etajul III, 500068 Brașov, Romania

IJERPH, 2021, vol. 18, issue 2, 1-16

Abstract: This research developed a sturdy theoretical framework that offers a better comprehension regarding customer approach intentions for eco-friendly museum products. Using a quantitative process, the apparent role of ecological value, connectedness to nature, social pressure, pro-environmental reputation was explored. Data quality testing demonstrated the validity of the construct measures. The critical mediating nature of customer-product relationship quality and feeling of pride was unveiled by conducting a structural analysis. In addition, the feeling of pride was a prominent factor determining sacrifice, visit, pay, and word of mouth (WOM) intentions. Social pressure played a major role in building relationship quality, whereas pro-environmental reputation was a key contributor to increase the feeling of pride. The model contained a strong prediction power for intentions. Results of this study contribute to enriching the extant knowledge regarding customer pro-environmental decision-making process, which is helpful for an eco-friendly museum and its success.

Keywords: eco-friendly museums; pro-environmental intentions; customer-product relationship quality; feeling of pride; connectedness to nature; social pressure; reputation; ecological value (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/1660-4601/18/2/845/pdf (application/pdf)
https://www.mdpi.com/1660-4601/18/2/845/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:18:y:2021:i:2:p:845-:d:483328

Access Statistics for this article

IJERPH is currently edited by Ms. Jenna Liu

More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().