Autonomous vehicles adoption motivations and tourist pro-environmental behavior: the mediating role of tourists’ green self-image

Purpose This study aims to examine the impact of autonomous vehicles adoption motivations (i.e. technological, ecological and intrinsic motivation) on tourists’ pro-environmental behavior and verify the mediating role of tourists’ green self-image between the relationship of eco-friendly attitudes and autonomous vehicles adoption motivations. Design/methodology/approach The data from 586 national and international tourists were analyzed using the partial least squares method. Findings The findings revealed that eco-friendly attitude is a significant predictor of tourists’ green self-image; tourists’ green self-image is a significant predictor of autonomous vehicles adoption motivations; and autonomous vehicles adoption motivations are significant predictors of tourists’ pro-environmental behavior. In addition, tourists’ green self-image mediated the relationship between eco-friendly attitudes and autonomous vehicles adoption motivations. Originality/value These outcomes provide valuable guidance for the future development of green destination tourism and allow interesting implications for the tourism industry and autonomous vehicles adoption.