Travelers' pro‐environmental behaviors in the Hyperloop context: Integrating norm activation and AIDA models

Abstract This study combines the Norm Activation model (NAM) with the Attention‐Interest‐Desire‐Action model (AIDA) to explain the effect of Hyperloop videos on potential travelers' pro‐environmental behaviors. Using PLS‐SEM, the study's results indicate that each construct of NAM (problem awareness, ascribed responsibility, and personal norm), together with attention, interest, and desire, explains 75% of the variance in pro‐environmental behavioral intentions. The study's findings also indicate that a promotional video can lead to a significant positive change in pro‐environmental travel behaviors and enhance potential travelers' intentions to use Hyperloop services as an eco‐friendly travel option. Furthermore, mediation analysis shows that desire is a strong mediator for connecting the two frameworks.