Values and norms as drivers of pro-environmental behavior in tourists: A sustainable tourism perspective
Abstract
This study aims to examine the key role of altruistic and biospheric concerns, along with social and personal norms, in shaping tourists pro-environmental behavior. Grounded in the Value-Belief-Norm theory and employing a structural equation modelling (SEM) approach, the research examines the influence of altruistic and biospheric values, subjective norms, and personal norms on tourist's pro-environmental behavior. A structured survey was conducted from 217 participants recruited via social media platforms, and the proposed theoretical framework was tested using Smart-PLS 4. The findings highlight the pivotal role of altruistic and biospheric values, alongside subjective norms, in shaping personal norms and promoting eco-friendly behavior among tourists. Personal norms found to mediate the relation of altruistic values, biospheric values, subjective norms with tourists' intentions to engage in sustainable practices. These insights have practical implications for tourism stakeholders as they suggest that raising environmental awareness, integrating pro-environmental education, and fostering personal responsibility can enhance tourists commitment to sustainable practices. By addressing both individual and societal influences this study provides valuable recommendations for policymakers and tourism operators to support the long-term viability of tourist destinations.
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