Abstract
From a previous literature review, there are rare studies that focus on integrating Sustainability Values (SVs), the Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Use of Technology (UTAUT2) to predict potential travelers’ behavioral intentions. In light of this, the research is designed to propose a comprehensive understanding of potential travelers’ choices for sustainable hospitality businesses by integrating SV, TPB, and UTAUT2 into a theoretical framework, by moderating the effect of age. Prior studies have mentioned TPB identified the role of attitude, perceived behavior control, and moral obligation in generating intention. However, the use of TPB and the extended UTAUT model to explain pro-environmental behavior is lacking. Data was collected from 34 northern, 2 central, and 6 southern Taiwanese consolidated headquarter travel agencies. Email questionnaires were distributed to 630 individuals in 42 travel agencies. The proposed model will be also examining, with an AMOS procedure of structural equation modeling (SEM), the maximum likelihood method of estimation. The results indicated that (1) SVs are positively and significantly impacted by pro-environmental behavioral intention; (2) SVs are positively and significantly impacted by attitude, social influence, perceived behavioral control, and habit respectively; (3) attitude, perceived behavioral control, and habit is positively mediated by the effect between SVs and pro-environmental behavioral intention, respectively; (4) the social demographic variable of age is positively moderated the effect between SVs and social influence.
Highlights
Individuals have come to recognize that environmental issues exist and that a practical awareness of limited and fragile natural resources is much more necessary than ever before [1,2]
This study was constructed to examine whether there is a significant relationship among sustainability value, attitude, social influence, perceived behavior control, habit, and pro-environmental behavior intention
The results indicated the following: (1) Sustainability Values (SVs) positively impacted pro-environmental behavioral intention; (2) pro-social cognition with four constructs positively impacted pro-environmental behavioral intention; (3) pro-social cognition with four constructs except social influence positively mediated the effect between SV and pro-environmental behavioral intention, and (4) age positively moderated the effect between SV and social influence
Summary
Individuals have come to recognize that environmental issues exist and that a practical awareness of limited and fragile natural resources is much more necessary than ever before [1,2]. Hospitality businesses consume excessive amounts of energy and of limited nonrenewable natural resources in order to offer services to travelers. –T1r0a]d.itionally, hospitality businesses consume excessive amounts of energy and of limited nonrenewable natural resources in order to offer services to Recentrtalyverleersse. Asus csuccehs,stfruavl erle-isnudultsstrytorwesaearrdchseprsraenddicptriancgtitipornoer-senhavvieronmental behaviors b[e8g,1u0n,t1o1t]u.rTnhtheeiernacttoenutrioangsetmo oetnhetropfsygcrheoastoecriapl croon-setrnuvctisrosuncmh aesnattatiltuednegs,abgeelimefse, nantdinvaolurdeser to meet to meet their various responsibilities and customer expectations. These metrics have turned out to be environmemnotraelcormesppaotibnlseiibniplirteydicmtineganprso-tehnavitrosnomceiontlaolgbieshtasviaonrsd[8–p1s0y].chologists must determine various psychosocial aRpecpernotlaycrheseesartcohecrslahraivfye beansevdirporendmicteivnetarelabsoenhinagvoionrsu[c1h1n].otIiotnhs,aasndaltshoeybheaevne cphaingpeodinted that socially strtuhecitrurdeirdecvtiaonrisabtolesotdheerfinpseycohnolsyoctihale tmraoitsdessutchexates natttoitfuvdeasr,iasnocciealininmflueeanscue,reasndofheanbvitsir. Pro-environmental behavior describes Unifyhinumgatnhbeechoavnisorids tehraatbinlteenntuiomnabllyerprooftemctothdeegllsobaanldendviirvoenrmseent.hPeroor-einevsirionntmo eantcaol mbehparveihoreinssaive model to be usedcaerstaainwtoyprekaobf lperofrsoacmialewbeohrakviocrotuhladt ibseduirsecetfeudl tfoowraprdin, apnodincotinndgucpteodtewnitthia, ltlhyesiingtennitfiiocnanoft variables across prob-ueinldvinirgounpmtheenbteanlefbitsehofaavnioinrdsivaidnudal,ignroteunp,tioorgnasni[z1at4io].n, oTrhwiosrlsdt[u1d3]y. hopes to fill a gap in the Unifying the considerable number of models and diverse theories into a comprehensive model literature btoybdeeutseerdmasina iwnogrkaanbdle fermampeiwriocraklcloyueldxbaemuisnefiunlgfoar pcirniptiocianltilnygepxotteenntdiaelldy smigonidfiecalnbtyvamriaebalessuring four variables tahcarot sms epdroi-aetnevitrhoenmrelnatatilobneshhavipiorbseatwndeeinnteSnVtioanns d[14b]e. hTahvisiosrtuadl yinhtoepnetsiotno. fIilnl adgdapitiionnt,htehe present study willlietexrpataunredbtyhdeetleirtmerinaitnugraenbdyemtepsirtiicnagllytehxeamidineinngtiaficarbitliycalslyigenxtiefincdaendtmmodoedl beyramtienasgurimingpfaocutr of age on individualvbareihabalvesiothr.atTmheediparteetsheenrteliantivoensshtiigpabteitowneeanimSVsatnodibmehparvoiovrealainnteunntidone.rIsntaadndditiinogn, othfetphreespenstychosocial study will expand the literature by testing the identifiably significant moderating impact of age on variables winhdiicvhidudaeltebremhaivnieorp. rToh-eenpvriersoenntmiennvteastligeactoionnomaimicsbetohaimviporrov[1e1a].nSounmdeerssttaunddiinegs hoafvethme entioned the relatiopnssyhchiposotchiaaltvearxiaisbtlsesbwehtiwchedeentegrmreineenproor-epnvrioro-ennmvenirtoalnemcoennomt ibcebhehaavviioor [w11i]t. hSotmheeostruydieosf planned behavior [h1a5v,1e 6m]e.nTtihonisedstthuedryelaitsiocnoshmippthriasteedxisotsfbTetPwBeeanngdreeUnToAr pUroT-e2nv(sireoenmFeigntubreeha1v)ioerxwpiltihcitht ecoorynstructs to determineocaofnpwsltaornurncktesadtbobleedherateevrsimoerainr[1ec5ha,1wm6]o.orTkdhaebisllesitnruedsaeynariacshtctomemmopdpreiltsietndoaoanfvaTettPreBtmtaphntedtosUhaTvoAerrUttatThg2ee(ssohefoerotFaniggeeursoeifno1gn) leeexspitnhligcelieot ry rooted on either stehlefo-irnytreoroetesdt oonr epitshyecrhseolfs-oinctiearelsetfofrepctssy.chosocial effects
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