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Self-Identity Matters: An Extended Theory of Planned Behavior to Decode Tourists’ Waste Sorting Intentions

Author

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  • Jian Cao

    (School of Tourism and Foreign Languages, Tourism College of Zhejiang, Hangzhou 311231, China)

  • Hongliang Qiu

    (Postdoctoral Station of Business Administration, Fudan University, Shanghai 200433, China
    School of Business Administration, Tourism College of Zhejiang, Hangzhou 311231, China
    Zhejiang Academy of Culture & Tourism Development, Hangzhou 311231, China)

  • Alastair M. Morrison

    (School of Management and Marketing, Greenwich Business School, University of Greenwich, Old Royal Naval College, Park Row, London SE10 9LS, UK)

Abstract

Waste sorting is a practical way of handling the garbage and an effective strategy for facilitating sustainable waste management. This research extended the theory of planned behavior (TPB) with self-identity and moral norms to predict waste sorting intentions in a heritage context of tourism. A total of 403 valid self-administrated questionnaires were achieved at a heritage destination in China. The results indicated that: (1) TPB variables (i.e., attitudes toward the behavior, subjective norms, and perceived behavioral control), self-identity, and moral norms were all directly and positively linked to tourists’ waste sorting intentions, respectively; (2) self-identity indirectly influenced tourists’ waste sorting intentions through the mediation of moral norms; and (3) the integrated model exhibited better predictive utility than any single model. This research contributes to the literature on waste management in the context of tourism by extending TPB with identity and personal normative constructs. It also provides practical implications for destination managers to leverage tourists’ self-identity and moral norms for sustainable management.

Suggested Citation

  • Jian Cao & Hongliang Qiu & Alastair M. Morrison, 2023. "Self-Identity Matters: An Extended Theory of Planned Behavior to Decode Tourists’ Waste Sorting Intentions," IJERPH, MDPI, vol. 20(6), pages 1-19, March.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:6:p:5099-:d:1096631
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    References listed on IDEAS

    as
    1. Jian Cao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "The Role of Social Capital in Predicting Tourists’ Waste Sorting Intentions in Rural Destinations: Extending the Theory of Planned Behavior," IJERPH, MDPI, vol. 19(19), pages 1-20, October.
    2. Wu, Mao-Ying & Tong, Yixuan & Wall, Geoffrey & Ying, Tianyu, 2021. "Cultural production and transmission in museums: A social practice perspective," Annals of Tourism Research, Elsevier, vol. 87(C).
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Clement Stone & Michael Sobel, 1990. "The robustness of estimates of total indirect effects in covariance structure models estimated by maximum," Psychometrika, Springer;The Psychometric Society, vol. 55(2), pages 337-352, June.
    5. Hoi-Wing Chan & Vivien Pong & Kim-Pong Tam, 2020. "Explaining participation in Earth Hour: the identity perspective and the theory of planned behavior," Climatic Change, Springer, vol. 158(3), pages 309-325, February.
    6. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "Linking Perceived Environmental CSR to Residents’ Environmental Citizenship Behavior in Rural Tourism: The Mediating Role of Resident–Environment Relationship Quality," IJERPH, MDPI, vol. 19(24), pages 1-19, December.
    7. 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.
    8. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Predicting Private and Public Pro-Environmental Behaviors in Rural Tourism Contexts Using SEM and fsQCA: The Role of Destination Image and Relationship Quality," Land, MDPI, vol. 11(3), pages 1-30, March.
    9. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "Extending the Theory of Planned Behavior with the Self-Congruity Theory to Predict Tourists’ Pro-Environmental Behavioral Intentions: A Two-Case Study of Heritage Tourism," Land, MDPI, vol. 11(11), pages 1-19, November.
    10. Wei Zheng & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Rural and Urban Land Tourism and Destination Image: A Dual-Case Study Approach Examining Energy-Saving Behavior and Loyalty," Land, MDPI, vol. 11(2), pages 1-16, January.
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