Sustainability concerns on pro-sustainable travel behavior: combining the United Nations SDGs, norm activation model and value theory

Abstract

PurposeThis study examines the effect of sustainable development goal (SDG) concerns regarding the sustainability issues raised in the United Nations SDG agenda on pro-sustainable travel behavior (PSTB) by building on the norm activation model as well as value theory (altruism), with the latter assumed to moderate the effect of SDG concerns on PSTB.Design/methodology/approachThe model was tested using structural equation modeling (SEM) based on data from 200 USA respondents who have traveled internationally in the past 12 months.FindingsThe results confirmed the effect of SDG concerns on positively influencing PSTB both directly and indirectly (through the NAM variables of “responsibility” and “obligation”). Additionally, results revealed that altruism positively moderates the effect of SDG concerns on PSTB.Practical implicationsResults provide tourism businesses and destinations with a better understanding of which aspects of the 17 issues identified in the UN SDG agenda are more likely to influence travelers’ future PSTB and whether such behavioral changes additionally depend on people’s individual altruism levels.Originality/valueUnlike previous studies focusing mainly on environmental concerns and tourists’ pro-environmental behavior, this study offers a more comprehensive understanding of PSTB in light of today’s UN SDGs.