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Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior

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  • Han, Heesup

Abstract

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.

Suggested Citation

  • Han, Heesup, 2015. "Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior," Tourism Management, Elsevier, vol. 47(C), pages 164-177.
    • Handle: RePEc:eee:touman:v:47:y:2015:i:c:p:164-177
    DOI: 10.1016/j.tourman.2014.09.014
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    References listed on IDEAS

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    1. Han, Heesup, 2013. "The healthcare hotel: Distinctive attributes for international medical travelers," Tourism Management, Elsevier, vol. 36(C), pages 257-268.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Onwezen, Marleen C. & Antonides, Gerrit & Bartels, Jos, 2013. "The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 141-153.
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    5. Kim, Moon-Koo & Park, Myeong-Cheol & Jeong, Dong-Heon, 2004. "The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services," Telecommunications Policy, Elsevier, vol. 28(2), pages 145-159, March.
    6. Han, Heesup & Hsu, Li-Tzang (Jane) & Sheu, Chwen, 2010. "Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities," Tourism Management, Elsevier, vol. 31(3), pages 325-334.
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