Search Results (24)

This study investigates the factors that influence passengers’ attitudes and behavioral intentions toward sustainable air travel in Thailand, emphasizing the critical role of environmental awareness. Using a structured questionnaire survey of 400 airline passengers from Thai Airways and Bangkok Airways, this research employs structural equation modeling (SEM) to analyze the relationships among key constructs based on the Theory of Planned Behavior (TPB). The results reveal that environmental awareness significantly impacts green attitude, perceived airline responsibility, and perceived behavioral control, which in turn influence behavioral intention. Notably, green attitude has a direct positive effect on support for sustainable travel actions, whereas perceptions of airline responsibility and behavioral control do not significantly affect behavioral intentions in this context. The findings highlight the importance of environmental education, transparent communication, and accessible offset programs to foster a green mindset among travelers. Policy implications include developing targeted communication strategies, incentive mechanisms, and industry collaborations to promote eco-friendly travel practices. This study concludes with recommendations for policymakers and airlines for enhancing efforts in cultivating environmental awareness, thus supporting Thailand’s commitment to sustainable aviation and global climate goals. Full article

The potential benefits of green travel in achieving dual-carbon goals and promoting sustainable urban development have been widely recognized. However, the various factors influencing green travel behavior in small- and medium-sized central urban areas have not been adequately explored. This study developed a theoretical model to analyze residents’ green travel decision-making, integrating the theory of planned behavior and the stimulus–organism–response model. The model was validated through qualitative and quantitative analyses, revealing key findings. (1) Residents’ green travel awareness and intentions are influenced by personal characteristics, internal psychological factors, and external environmental factors, each with varying degrees of impact. (2) Psychological demand for travel and extreme weather conditions significantly impact green travel awareness. (3) Green travel awareness positively affects actual green travel behavior, with other factors indirectly influencing behavioral intention through awareness. (4) Subjective norms and policy support directly influence green travel choices. Based on these findings, the study suggests policy recommendations to enhance residents’ green travel awareness, promoting sustainable urban development. Full article

Most studies suggest that individuals’ environmental cognition can positively predict their eco-friendly behaviors; however, the process through which environmental cognition influences the intention to engage in low-carbon tourism has yet to be fully explored. Additionally, while electronic word-of-mouth (eWOM) is a key factor influencing behavioral decisions, its moderating role in the context of low-carbon tourism remains under-researched. Drawing on the Cognitive-Affective-Conative (CAC) theoretical framework, this study investigates the impact of environmental cognition on green perceived value and low-carbon tourism intention, while also examining the moderating effect of eWOM. Data were collected from 457 participants in Taiwan via a structured questionnaire survey. The results show that environmental cognition has a significant positive impact on green perceived value but no direct effect on low-carbon tourism intention while green perceived value has a significant positive impact on low-carbon tourism intention and fully mediates the relationship between environmental cognition and low-carbon tourism intention. Furthermore, the study finds that eWOM moderates the relationship between environmental cognition and green perceived value, with eWOM strengthening the effect of environmental cognition on green perceived value. These findings suggest that enhancing environmental cognition, reinforcing green perceived value, and effectively leveraging eWOM can foster positive attitudes and willingness to engage in low-carbon tourism. The results provide practical implications for tourism operators in developing strategies to promote low-carbon tourism. Full article

Society at large has become increasingly concerned about climate change and sustainable development, so tourism and travel service providers have begun to focus more actively on sustainable development goals. Prior research has shown that supervisors’ support fosters employee green behavior and companies’ environmental performance. This study concentrated on Portuguese hospitality contexts to develop a fuller understanding of how organizations’ green efforts can combine with the individual variables highlighted by the theory of planned behavior (TPB) (i.e., attitudes, subjective norms, and perceived behavioral control) to encourage supervisors’ organizational citizenship behavior for the environment (OCBE). Data on 74 hotel managers were collected with an online survey. Multiple regression analysis revealed that perceived green organizational climate positively correlates with TPB variables, thereby increasing supervisors’ intention to adopt and encourage OCBE in their workplaces. These findings clarify how organizational and individual factors foster managers’ OCBE. The results have practical implications for organizations seeking to promote their managers’ pro-environmental behavior to boost their environmental sustainability. Full article

An increase in ride-hailing services in the sharing economy can help to reduce the number of vehicles on the road, which will lead to a decrease in air pollution and noise pollution, an improvement in environmental conditions, a decrease in travel costs, and an increase in social benefits to travelers. Hence, there is a great need to examine the consumer’s intention toward usage of ride-hailing services in the sharing economy. The current study aims to examine the green consumption intention of eco-friendly services as an outcome of environmental responsibility and environmental knowledge. It also attempts to examine the serial mediation of green concern, value co-creation, and mediated moderation of social support as an explanatory mechanism of green consumption intention of eco-friendly services. The research design was cross-section and deductive. The respondents of the study were registered university students in Islamabad who were active consumers of major ride-hailing services in Pakistan, i.e., Uber, Careem, Uplift, InDriver, B4U Cabes, and SUVL. A total of 402 responses were gathered using purposive sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) in Smart PLS is used to evaluate the reliability of measurement instruments and the validity of the research model. The current study results showed that environmental responsibility and knowledge positively and significantly affect motivation to engage in green consumption. Furthermore, environmental concern and value co-creation partially mediate the proposed relationship. In addition, social support also moderates the association between green concern and value co-creation such that it strengthens the connection. The current research findings are an addition to the existing literature and have managerial applications with limitations preceded by future research directions. Full article

Electric aircraft are seen as a key option for reducing the environmental footprint of the aviation industry. This research aims to identify the factors that influence Turkish air travellers’ intentions to adopt electric aircraft by building upon the theory of planned behaviour (TPB). A structured online survey was developed to gather cross-sectional data from 217 air travellers using convenience sampling. The data were analysed through a multi-method approach, including structural equation modelling (SEM) for sufficiency analysis and necessary condition analysis (NCA) for necessity analysis. The findings reveal that attitudes, subjective norms, perceived behavioural control, personal moral norms, and green trust positively correlate with the intention to adopt electric aircraft, whereas perceived risk has a negative correlation. Moreover, the NCA indicates that attitudes, subjective norms, perceived behavioural control, personal moral norms, environmental knowledge, and green trust are necessary conditions for the intention to adopt electric aircraft, reinforcing these results. This study is the first empirical attempt to investigate the formation of the intention to adopt electric aircraft, built on both sufficiency and necessity logics. Full article

Going on holiday is often associated with taking the car or plane. Even for short distances, and where alternative, sustainable transportation modes would be available, we frequently choose the more unsustainable options. Affordability, comfortability, and time savings led to an increase in transportation, which in turn, negatively contributed to greenhouse gas emissions. The reduction in those emissions can be achieved by choosing public transportation. However, since transportation choices are often made unconsciously and habitually, it is crucial to transform those unsustainable habits into more sustainable ones. Contextual changes can serve as a catalyst. This research investigates whether pre-COVID-19 and pre-inflation unsustainable travel habits can be broken through the perceived impact of COVID-19, financial hardship, and green consumption values, increasing the intention for sustainable transportation modes using a survey design. We found that the context change, as such, does not predict future intentions to travel sustainably, but existing green consumption values do. Building on the self-activation theory, the results show that habits and the perceived impact of COVID-19 and financial hardship activate a person’s green consumption values. Consumers’ green values mediate the relationship between unsustainable habits and the intentions to use sustainable transportation modes, combining the habit discontinuity and self-activation hypotheses. Full article

There have been many implementations of carbon credit incentives (CCIs) for promoting green travel, but research on quantifying the effectiveness remains limited. To fill this gap, this study focuses on residents’ daily transportation mode choices under the incentive of carbon credits by employing an integrated choice and latent variable (ICLV) model to adequately address the role of attitudinal variables related to carbon credits, such as perceived usefulness, perceived ease of use, and behavioral intentions. Data from a questionnaire survey show that the ICLV model provides a richer and more nuanced understanding of the green mode choice than a traditional multinomial logit (MNL) model, where the AIC value of the ICLV model (3901.17) is smaller than that of the MNL model (3910.09). Carbon credits exhibit diverse impacts across various modes of eco-friendly transportation and specific demographic groups. Commuting trips reveal noteworthy positive associations between carbon credits and the use of bicycles as well as metro/bus services. Moreover, carbon credits exert a more pronounced influence on individuals with higher education levels, older age groups, and owners of new energy vehicles, whereas their impact on high-income individuals is relatively constrained. Furthermore, perceptions of carbon credits are pivotal, with perceived utility emerging as the most influential factor. The results provide a scientific basis for formulating more effective policies regarding carbon credit and incentive measures in the future. Full article

Shared autonomous vehicles (SAVs) have the advantages of both autonomous driving technology and shared transportation, which is an important development direction for intelligent and green transportation in the future. However, a lack of trust and a high perceived risk have reduced the public’s willingness to use this mode of travel. To improve the public’s willingness to use it, many scholars have conducted research, but young people are still a neglected group. A structural equation model was used to test the models based on 316 survey samples. The results indicated that initial trust had a significant positive effect on the intention to use SAVs, while perceived security risk and perceived privacy risk had no significant effect on the intention to use, but perceived security risk can indirectly negatively affect the intention to use. In addition, attitude and face consciousness had a significant positive influence on intention to use, while subjective norms, perceived behavioral control, and perceived usefulness had a significant indirect positive influence on intention to use SAVs. The findings showed that the model used in this paper was reasonable and valid for explaining young people’s willingness to use SAVs. This will provide guidance for formulating more effective strategies for this group. Full article

A treetop trail is an elevated linear green open space that plays a key role in forming a scientifically rational urban space and meeting the growing leisure needs of the people. Taking the Mountains-to-Sea Trail in Xiamen, China as a case, and through 426 questionnaires, this study explores the dimensions of the perceived restorative environment components of greenway recreationists and impacts on behavioral intentions. The demographic factors lead us to the following three conclusions. First, from an age perspective, restorative environmental perceptions are strongest among those aged 60 and above and weakest among those aged 18–30. Second, in terms of place of permanent residence, local visitors have stronger restorative environmental perceptions than other city users. Third, in relation to the number of accompanying travelers, individuals who embark on solo journeys experience the most robust perception, while that diminishes as the count reaches three or more companions. A structural equation model (SEM) is used to present the quantitative relationship among avoidance motivation, treetop trail environmental quality, restorative environmental perception, place attachment, and loyalty. The results showed that users’ escape motivation has a direct and indirect positive correlation with restorative environmental perceptions, and environmental perceptions have a significant positive correlation with restorative environmental perceptions. Furthermore, their place attachment to the restorative nature of the treetop trails positively affected their loyalty. This study provides essential factors to consider when constructing treetop trails in high-density cities. Full article

Due to increasing concern about climate change and its impact on the tourism sector, it is vital to understand tourists’ decision-making process in relation to staying in green accommodations. Many factors influence tourists’ decision-making process; however, little research has been conducted on examining the antecedents of travel intention in relation to the hotel industry. Accordingly, the aim of the paper was to test the relationship among three antecedents of travel intention and tourists’ intention to stay in hotels with eco-labels. This was performed on a sample of tourists staying in hotels in Adriatic Croatia from July through August 2021. A self-complete questionnaire was used for data collection. Data processing included univariate statistics, multivariate analysis, and structural equation modeling. This research provided evidence that tourists’ eco-labeling perception and pro-environmental behavior influence their travel intention, that general environmental knowledge was positively related to tourists’ pro-environmental behavior and tourists’ eco-labeling perception, and that eco-labeling influences pro-environmental behavior. By examining indirect effects, it was determined that pro-environmental behavior mediates the relationship between environmental knowledge and travel intention and that eco-labeling perception mediates the relationship between environmental knowledge and travel intention and the relationship between environmental knowledge and pro-environmental behavior. The findings suggest that tourists’ pro-environmental behavior includes different consumer cost-effective behavior-related aspects. Full article

Using PLS-SEM, this article proposes and verifies a model among Gen Z that captures the relationship between attitudes towards the environmental ecosystem and green tourism, personal and social norms regarding pro-environmental behaviour, perceived behavioural control, perceived green image of destinations (PGID), behavioural intentions regarding green holiday destinations (GHD), and willingness to pay (WTP) more for visiting them. The paper also verifies whether intercultural differences exist in the relationships between these variables. The most important results indicate that (1) for Gen Z, the perceived green image of destinations has the strongest impact on intention to travel to green holiday destinations; (2) the proposed variables explain the willingness to visit green holiday destinations to a much greater extent than the WTP a higher price for such trips. This study contributes to the literature concerning generational changes in tourism, pro-environmental (transition) planning, and the growing green economy and marketing. Full article

Cycling has always been popular in China, especially during the years when the government encouraged green travel. Many people participate in rides to ease traffic congestion and increase transfer convenience. Due to the disorganized and tidal nature of cycling, cyclists create many conflicts with other groups. Adolescents are vulnerable road users with a strong curiosity and risk-taking mindset. Identifying the factors influencing adolescents’ aggressive riding behavior can assist in developing strategies to prevent this behavior. An online questionnaire was used to collect data on bicycling among students in a middle school in Guangzhou, China. The theory of planned behavior (TPB) and prototype willingness model (PWM) have been applied to study travel behavior and adolescent risk behavior. To investigate the impact of psychological variables on adolescent aggressive behavior, we used TPB, PWM, TPB + PWM, and an integrated model. Behavioral intentions are greatly influenced by attitudes, subjective norms, and perceived behavioral control. Both descriptive and moral norms played a role in behavioral willingness. The integrated model explained 18.3% more behavioral variance than the TPB model. The social reactive pathway explained more variance in behavior than the rational path. Full article

The focus on the sustainability of tourism destinations and firms is a global trend. However, the implications of those investments in tourist behavioural intentions need further investigation. This study proposes a conceptual framework for exploring the influence of sustainability perceptions and travel behaviour on the intention to recommend and revisit. The results from structural equation modelling and importance–performance matrix analysis show a direct relationship between travel behaviour and perceived sustainability. Additionally, it shows a direct relationship between travel behaviour and perceived value, corroborating previous research on green tourists. By increasing perceived sustainability, managers and marketers can enhance their sustainability strategies based on tourists’ feedback and market the destination to more specific targets via tailored communication. Sustainability perceptions were also found to be a key driver of satisfaction and to have indirect consequences on behavioural intentions of loyalty, representing the ultimate goal of a destination. Full article

People’s perceptions and understanding of the built environment can shape and regulate travel intention and behavior. From the perspective of urban design, improving the built urban environment is an important way to encourage green travel. This study determined the impact path from the built environment to subway travel behavior, considering the intermediate effect of psychological factors. The impact path could provide feedback for optimizing the built environment, thereby improving the ratio of subway travel. In this study, the impact path hypothesis of “objective environment—subjective psychological—travel behavior” was first proposed, taking travelers’ psychological perceptions as the intermediary variable. Second, questionnaires and geographic information were used to measure the objective environment and subjective psychological perceptions. Third, a structural equation model was constructed to verify the proposed path hypothesis. Finally, multiscale geographically weighted regression was used to analyze the influence of subjective and objective factors on travel behavior and its spatial differences. The empirical case sampled 405 residents of Zhengzhou, China. The results verified the proposed impact path hypothesis and revealed spatial heterogeneity in its impact on travel behavior. The research explains how travel behavior is generated and could support the optimization of the urban built environment. Full article