计划行为理论
吸引力
道德义务
心理学
规范性
社会心理学
结构方程建模
背景(考古学)
规范(哲学)
价值(数学)
价值论
控制(管理)
数学
经济
政治学
统计
管理
法学
古生物学
精神分析
生物
标识
DOI:10.1016/j.tourman.2014.09.014
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.
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