Abstract
The research problem of this study is to understand whether people with higher level of EE are more likely to choose farm stays for their vacation. The main aim of this study is to investigate the causal relationship between an individual’s environmental education (EE) and their theory of planned behavior (TPB) decision-making process that leads to future visit intention. A convenient sampling method was used to survey visitors of Toucheng Leisure Farm in the mountain region of Taiwan; and a total of 600 responses were collected. Structural equation modeling (SEM) was used to analyze the data. The results showed that five of the six hypotheses were supported. This finding suggests that environmental education makes an individual more pro-environmental and susceptible to the social norms about environmental protection. Environmental education, however, does not affect the inconvenience or extra cost incurred by purchasing green products.
Highlights
IntroductionEnvironmental issues are gradually becoming a global concern, but due to a series of difficulties, business entities are still reluctant to commit to greener operation [1]
DecisBioans-emdaokninthgebaebhoavveiorressuthltast, tehveensttuudayllycolemapdilteodfautsuurme mviasrityionftethnetiofinn.diTnhges ainttTitaubdlee d5.imBaesnesdioonn, the results, one can see that seven of the nine hypotheses were accepted based on insignificant p values
The two rejected hypotheses were both associated with control belief
Summary
Environmental issues are gradually becoming a global concern, but due to a series of difficulties, business entities are still reluctant to commit to greener operation [1]. There are financial concerns, inadequacy of environmental knowledge and skill, and uncertainty of outcome that contribute to the unwillingness of businesses to engage in greener management [2]. Theory of planned behavior (TPB), proposed by Ajzen [6], is designed to study an individual’s decision-making process that leads to a particular behavioral intention. TPB is often used to study customers’ decision to purchase a particular product or service. TPB comprises three factors of determinants that affect an individual’s behavioral intention. TPB is, a popular research tool to study the decision-making process. Environmental components are added in this study to strengthen the model
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