Impact of Tourists’ Perceived Value and Sense of Social Responsibility on the Low-Carbon Consumption Behavior Intention: A Case Study of Zhangjiajie National Forest Park

Abstract

People’s increasing attention towards environmental issues and carbon emission level per capita of consumption has made the influencing factors of low-carbon consumption behavior a research hotspot. In this study, a random sample of tourists in Zhangjiajie National Forest Park in China were surveyed by questionnaire to examine the impact of tourists’ perceived value and sense of social responsibility on the low-carbon consumption behavior intention. Results suggest that tourists’ perceived value has a direct and significant positive effect on the sense of social responsibility and low-carbon consumption behavior intention. Tourists’ sense of social responsibility demonstrates a significant positive impact on consumption attitude, with the latter having a positive impact on tourists’ low-carbon consumption behavior intention. A sense of social responsibility and the consumption attitude are found to play an important intermediary role between perceived value and tourists’ low-carbon consumption behavior intention. Some suggestions for managing and promoting tourists’ low-carbon consumption behavior intention are also put forward in this paper.