Tourists' Pro-environmental Behaviors: Moral Obligation or Disengagement?

We study the formation of pro-environmental behaviors (PEBs) by integrating both the promoting (moral obligation) and inhibiting (moral disengagement) PEB mechanisms. Results of a sample of 285 tourists at a National Nature Reserve in China affirm that moral obligation positively affects PEB intention, while moral disengagement has significant negative impact. There is little difference in the relative importance of moral obligation and moral disengagement in affecting PEB intention. Social influence plays an important role in regulating the impacts of moral variables on PEB intentions. This study also broadens knowledge of the structure of PEB, by unveiling low-effort PEB intention as a precursor to high-effort PEB intention, and a mediator between moral obligation / moral disengagement and high-effort PEB intention. This study provides insights and implications for tourism practitioners and policy makers, and opens up future research exploration of the paradox of the promoting and inhibiting PEB mechanisms.

Automated summary

This study reveals that moral obligation positively affects pro-environmental behaviors (PEB) intention, while moral disengagement has a significant negative impact. The relative importance of moral obligation and moral disengagement in influencing PEB intention is similar. Social influence plays a crucial role in moderating the effects of moral variables on PEB intentions. The study also uncovers the structure of PEB, showing that low-effort PEB intention acts as a precursor to high-effort PEB intention and as a mediator between moral obligation / moral disengagement and high-effort PEB intention.