Model of sustainable behavior: Assessing cognitive, emotional and normative influence in the cruise context

Abstract

AbstractThere is a lack of published research on individuals' decision‐making for pro‐environmental behaviors while traveling on cruise ships. This study included the cognitive, affective and normative processes related to this, and considered their interrelations in the prediction model of passenger cruising intention in an environmentally responsible way. We estimated the proposed theoretical framework using structural equation analysis. The final model was generated by altering the proposed model. The findings indicated that our conceptual framework had a sufficient level of anticipatory power for green intention and that moral and subjective norms were the most influential determinants of intention. the important interrelationships among these cognitive, affective and normative factors were identified. Moreover, anticipated emotions and moral norms were significant mediators. The results of this study supported our theoretical framework comprising the intricate associations among study variables. The implications for tourism research and cruise practitioners are discussed.