Theory of planned behaviour: predicting tourists’ pro-environmental intentions after a humpback whale encounter

By E. Clark, K. Mulgrew, L. Kannis-Dymand, V. Schaffer, Rosie Hoberg. Journal of Sustainable Tourism, 2019

119 citations recorded by the source corpus.

Abstract Nature-based experiences can contribute to individuals’ connection to nature and intentions toward sustainable environmental behaviours. Conservation psychology can use tourism as a platform to modify tourists’ intentions and behaviours regarding key marine threats such as single-use plastics. This study examined changes to pro-environmental intentions, particularly regarding plastic use, in 267 nature-based tourists from Australia and Tonga who completed a whale watching/swim experience. A theory of planned behaviour (TPB) framework was used incorporating moral norms and environmental identity, which have been previously implicated in explaining pro-environmental actions. This study found that including moral norms in the TPB model significantly increased the ability to predict pro-environmental intentions. Further, when controlling for the TPB and moral norm variables, environmental identity explained a further 15% of tourists’ pro-environmental intentions. The findings suggest the original TPB model may be less suitable within a marine conservation context. Collectively, positive nature-based experiences, environmental identity, and moral norms are important in understanding tourist’s intentions to engage in sustainable environmental behaviours.

Subfields: Management, Monitoring, Policy and Law, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/2465d204309835fff5990c58b444596b1b307b54

How researchers see this paper

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In Management, Monitoring, Policy and Law

1. S. Naz
2. Sikander Ali Qalati
3. Faisal Rana
4. Cai Li
5. Naveed Ahmed
6. Asadullah Khan

In Marketing

1. S. Naz
2. Sikander Ali Qalati
3. Faisal Rana
4. Cai Li
5. Naveed Ahmed
6. Asadullah Khan

Citations in the corpus

• Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness (2020, background): “In general, consumers with positive attitudes toward organic foods/green offerings are more inclined to buy green offerings (Clark et al. 2019; Trivedi, Patel, and Acharya 2018).”