Abstract
In a pandemic situation, with climate change around the world, studies analyzing changes in travel patterns are welcome. This study combines three theories to propose a model on pro-environmental behavior intentions, namely, the theory of planned behavior, value–belief–norm theory and habit theory. This study aims to examine the role of social norms, personal norms and habit strength to explain pro-environmental behavior intentions. The authors collected 316 usable questionnaires from tourists in the well-known touristic Belem location in Lisbon. Personal norms were revealed to have the strongest association with pro-environmental behavior intentions, followed by habit strength. The study also identified different broad challenges to encouraging sustainable behaviors and use these to develop novel theoretical propositions and directions for future research. Finally, the authors outlined how practitioners aiming to encourage sustainable consumer behaviors can use this framework to achieve better results.
Highlights
We can see that the constructs have convergent validity, since all the average variance extracted (AVE) are above 0.5
The present research provides a theoretical framework that encompasses the influence of personal norms, social norms and habits on pro-environmental behavior
The results of this study allow destination managers and policy makers to find research that helps them to have better options regarding some of their main priorities
Summary
All these situations reinforce the need to incorporate technology to overcome these problems in a durable and effective way to make a real-world difference [2,3]
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