The pro-environmental travel behaviour intention in the post-pandemic era: the role of risk communication, risk perception and environmental concerns

Abstract

Using the attribution theory, this study develops model of pro-environmental behaviour intention (PETBI) in post-pandemic era. Particularly, this study aims to examine the relation between environmental concerns, risk communication, risk perception of the COVID-19 pandemic, and individuals’ PETBI in the tourism industry. An online survey was carried out, which yielded 272 valid responses. PLS-SEM was employed to analyse the data and examine the strength of the relationships between variables. The findings revealed that risk communication of COVID-19, positively impact cognitive and affective risk perception and environmental concern exert significant positive effects on PETBI. Additionally, affective risk perception significantly affects environmental concern. In addition, environmental concern mediates the relationship between affective risk perception and PETBI. Contrary to the expectation, cognitive risk perception does not exert an effect on environmental concern. This study provides significant research insights for the tourism industry and local governments, on the whole, to develop proper mechanisms in addressing risk communication and perception of COVID-19 to enhance PETB in the post-pandemic era.