Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior
Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior
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DOI：
10.1016/j.tourman.2014.09.014
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发表时间：
2015-04-01
影响因子：
12.7
通讯作者：
Han, Heesup
中科院分区：
文献类型：
--
作者：
Han, Heesup
本研究旨在通过将价值-信念-规范理论和计划行为理论融合到一个理论框架中，并考虑非绿色选择吸引力的调节影响，来全面理解绿色住宿环境下旅行者亲环境意图的形成。对402名宾客的结构分析结果表明，我们的统一模型包含了令人满意的环保意向预测能力，优于现有理论。研究结果还支持了研究变量之间的假设关系，确认了后果意识和规范过程在意图生成中的显著作用，并验证了研究变量的中介作用。此外，不变性测试确定了非绿色替代品吸引力的显著缓和影响。具体地说，当顾客觉得替代方案不那么有吸引力时，态度、感知行为控制和道德义务在形成意图中的作用被发现更加重要。(C)2014爱思唯尔有限公司。保留所有权利。
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. (C) 2014 Elsevier Ltd. All rights reserved.