Abstract
Despite the steady growth of the convention tourism industry, little is known about the stimulation of delegates’ green behaviors during their convention travel. This research sought to elucidate delegates’ green behavioral intentions by taking the role of green attitudes, social norms, eco-concern, personal moral obligation, and green behaviors in daily life into account. A quantitative approach employing a survey methodology was utilized for the attainment of research goals. Our results revealed that green attitudes, social norms, eco-concern, and personal moral obligation were significant determinants of delegates’ green behavioral intentions. Among these determinants, eco-concern had a salient effect on delegates’ intention to practice conservation behaviors, whereas personal moral obligation had a prominent role in inducing their willingness to sacrifice. Moreover, our results uncovered that green behaviors in daily life were a moderator in maximizing the influence of green attitudes, eco-concern, and personal moral obligation on the intention to practice conservation behaviors and in maximizing the effect of social norms on the willingness to sacrifice.
Highlights
Individuals’ nongreen consumption behaviors are significant contributors to environmental deterioration, incessantly arousing environmental criticism [1,2,3,4,5]
This study was an empirical attempt to identify the possible influence of green attitudes, social norms, eco-concern, personal moral obligation, and green behaviors in daily life on delegates’ intentions to practice conservation behaviors and willingness to sacrifice in the fast-growing convention tourism industry
The results of the structural analysis determined that green attitudes, social norms, eco-concern, and personal moral obligation were important direct contributors to increasing green behavioral intentions
Summary
Individuals’ nongreen consumption behaviors are significant contributors to environmental deterioration, incessantly arousing environmental criticism [1,2,3,4,5] This criticism has centered on the convention tourism sector in the global context because the industry considerably relies on various natural resources and generates a hazardous impact on the earth (e.g., air pollution from delegates’ transportation use (airplane, car driving), water/soil contamination from their hotel stay, food/solid waste generation, excessive use of natural resources) [6,7,8,9]. Little research has uncovered the role of the variables inducing delegates’ intention to practice conservation behaviors and willingness to sacrifice during their convention travel
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