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

机译:绿色住宿环境下旅行者的环保行为:融合价值信念规范理论和计划行为理论

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摘要

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.
机译:这项研究旨在通过将价值信念规范理论和计划行为理论合并为一个理论框架,并考虑非经济活动的适度影响,提供对绿色住宿背景下旅行者亲环境意图形成的全面理解。 -绿色替代品的吸引力。来自402位来宾的样本的结构分析结果表明,我们的统一模型具有令人满意的对环境意图的预测能力,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,确定了后果意识和规范过程在产生意向中的重要作用,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的吸引力具有显着的调节作用。具体来说,当客户认为替代品的吸引力降低时,态度,感知的行为控制和道德义务在形成意向中的作用更为重要。 (C)2014 Elsevier Ltd.保留所有权利。

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