How does the proenvironmental behavior of rural B&B customers develop from a sensescape perspective?

Abstract

Customers’ proenvironmental behaviors (PEBs) are important in the sustainable development of rural bed and breakfasts (B&Bs). This study uses a mixed research approach based on embodied cognitive theory and a stimulusorganismresponse (SOR) framework to explore the mechanism of the influence of the sensescape on customers’ PEBs based on a case study of rural B&Bs in China. The results show that (1) four dimensions of the sensescape, but not the tastescape, have a direct positive effect on customers’ PEBs and that the visualscape has the greatest direct effect; and (2) place attachment and mental restoration respectively play mediating roles in the relationship between the sensescape and customer PEBs. This study has theoretical and practical implications.