Autonomous vehicles adoption motivations and tourist pro-environmental behavior: the mediating role of tourists' green self-image

Purpose This study aims to examine the impact of autonomous vehicles adoption motivations (i.e. technological, ecological and intrinsic motivation) on tourists' pro-environmental behavior and verify the mediating role of tourists' green self-image between the relationship of eco-friendly attitudes and autonomous vehicles adoption motivations.Design/methodology/approach The data from 586 national and international tourists were analyzed using the partial least squares method.Findings The findings revealed that eco-friendly attitude is a significant predictor of tourists' green self-image; tourists' green self-image is a significant predictor of autonomous vehicles adoption motivations; and autonomous vehicles adoption motivations are significant predictors of tourists' pro-environmental behavior. In addition, tourists' green self-image mediated the relationship between eco-friendly attitudes and autonomous vehicles adoption motivations.Originality/value These outcomes provide valuable guidance for the future development of green destination tourism and allow interesting implications for the tourism industry and autonomous vehicles adoption.

Automated summary

This study examines the impact of autonomous vehicles adoption motivations on tourists' pro-environmental behavior and verifies the mediating role of tourists' green self-image. The findings reveal the significance of eco-friendly attitude, green self-image, and autonomous vehicles adoption motivations in predicting tourists' pro-environmental behavior.