Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 34, Issue 5, Pages 590-607Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2016.1208790
Keywords
Value-Belief-Norm (VBN) theory; pro-environmental behavior; socio-psychological theory; cruise customers
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Building on a Value-Belief-Norm (VBN) theory, this study set out to develop a value-belief-emotion-norm model as a comprehensive theoretical framework for explicating customers' pro-environmental decision-making process in a cruise context. Results of the structural analysis revealed that our model satisfactorily fit the data and the proposed relationships were generally supported. Our sequential framework involving the emotional process was superior to the original VBN model and alternative mediator and moderator models, and explained more effectively the decision formation. Moreover, results showed that the integrated emotional process played a vital role in generating moral norms and intentions. Findings further identified the important mediating nature of belief constructs, anticipated emotion, and personal norms.
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