Abstract
ABSTRACT Tourism in India contributes to the world's fourth-largest carbon footprint due to its escalating population and rising income levels, but its emissions per person are lower than those of other developed world economies. As one of the largest emerging economies, India's pledge to transition to Net Zero emissions to become Carbon Neutral in COP26 is a great leap forward in achieving Sustainable goals. This study provides an empirical investigation of Indian Tourists’ Intention to adopt Energy-Saving Behaviours (IESB) to promote Carbon Neutrality while travelling by constructing an integrated model incorporating the Norm Activation Model (NAM) and the Theory of Planned Behaviour (TPB) with Environmental Value (EV) and Climate Change Awareness (CA). Data from 456 tourists were gathered online and offline from March 9 to April 25, 2023. The analysis utilised Structural Equation Modelling (SEM) with AMOS and SPSS, testing eight hypotheses statistically. The findings are instrumental for the new climate change goals, policymakers, the tourism sector and various related businesses and hotels for ensuring sustainable practices. This is one of the first studies empirically investigating ESB and Carbon neutrality in one of the largest growing economies by extending the NAM and TPB through the realm of travel and tourism.
Published Version
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