Impact of Moral Responsibility on Tourist Waste Reduction Intentions: A Case Study of Vientiane, Laos

Tourism drives economic growth but also intensifies environmental pressure at travel destinations, particularly by exacerbating local challenges in waste management. Rather than merely testing the theoretical validity of the norm activation model (NAM), this study utilizes its key constructs—specifically moral and accountability variables—as a strategic framework to examine the psychological drivers of waste reduction in the urban context of Vientiane, Laos. Data from 382 domestic tourists were analyzed using ordinary least squares regression. Ascription of responsibility (AR) (β = 0.219, p < 0.001) was the strongest predictor of intention, followed by personal norm (PN) (β = 0.173, p < 0.01) and actual waste management behavior (β = 0.160, p < 0.01). Notably, environmental knowledge and awareness of consequences—factors often emphasized in traditional environmental campaigns—had no significant influence. The findings demonstrate that, in addressing urban waste challenges in developing regions, fostering internalized moral sentiments (AR and PN) is far more effective than mere pro-environmental education. This study concludes that sustainable waste management may benefit from operationalized interventions that activate personal accountability rather than relying solely on general environmental awareness.