A rational-affective-moral factor model for determining tourists’ pro-environmental behaviour
A rational-affective-moral factor model for determining tourists’ pro-environmental behaviour
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DOI：
10.1080/13683500.2022.2078687
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发表时间：
2022-05
影响因子：
8
通讯作者：
Yang Gao;Zhen-bin Zhao;Yaofeng Ma;Yuan Li
中科院分区：
文献类型：
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作者：
Yang Gao;Zhen-bin Zhao;Yaofeng Ma;Yuan Li
摘要 游客的环保行为（PEB）对于目的地环境的可持续发展具有积极的社会意义。本研究基于计划行为理论、规范激活模型和情感行为理论，建立了游客PEB的“理性-情感-道德”（R-A-M）因素模型。以488名中国游客为样本，采用问卷调查的方式，更加全面、深入地调查了游客PEB的主要影响因素和机制。结果表明：（1）R-A-M结构方程模型拟合良好。认知态度、感知行为控制、积极情绪、个人规范、日常绿色行为习惯等直接影响游客的PEB，其中情感因素影响最大。 （2）中介效应检验结果揭示了社会规范-认知态度-游客PEB两条完全中介路径；社会规范-个人规范-游客PEB——以及两条间接中介路径——感知行为控制-认知态度-游客PEB；以及日常绿色行为习惯-个人规范-游客PEB。 （3）积极情绪不仅直接影响游客的PEB，而且间接调节感知行为控制、个人规范和日常绿色行为习惯对游客PEB的影响。最后，研究讨论了R-A-M因子模型的理论创新和潜在应用价值。
ABSTRACT Tourists’ pro-environmental behaviour (PEB) has a positive social significance for the sustainable development of the destination environment. Based on the theory of planned behaviour, the norm activation model, and affect-behaviour theory, this study established the ‘rational-affective-moral’ (R-A-M) factor model of tourists’ PEB. It used questionnaires to investigate the main influencing factors and mechanisms of tourists’ PEB in a more comprehensive and in-depth manner, using a sample of 488 tourists from China. The results showed that (1) the structural equation model of R-A-M fitted well. Cognitive attitudes, perceived behaviour control, positive emotions, personal norms, and daily green behaviour habits directly impacted tourists’ PEB, among which affective factors had the largest effect. (2) The mediating effect test results revealed two completely mediating paths—social norms-cognitive attitudes-tourists’ PEB; and social norms-personal norms-tourists’ PEB—and two indirect mediation paths—perceived behaviour control-cognitive attitudes-tourists’ PEB; and daily green behaviour habits-personal norms-tourists’ PEB. (3) Positive emotions not only directly influenced tourists’ PEB but indirectly moderated the effects of perceived behaviour control, personal norms, and daily green behaviour habits on tourists’ PEB. Finally, the study discusses the theoretical innovation and potential application value of the R-A-M factor model.