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Determinants and Mechanisms of Tourists’ Environmentally Responsible Behavior: Applying and Extending the Value-Identity-Personal Norm Model in China

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  • Yongxun Xu

    (Department of Marketing, Business School of Jilin University, Changchun 130012, China
    Department of Marketing, School of Business Administration, Xuzhou Vocational College of Industrial Technology, Xuzhou 221140, China)

  • Xuechao Wei

    (Department of International Education, School of International Education, Xuzhou Vocational College of Industrial Technology, Xuzhou 221140, China)

  • Shih-Chih Chen

    (Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan)

Abstract

It is well recognized that tourists’ environmentally responsible behavior is a prominent contributor to the sustainable development of tourist destinations. Based on the original Value-Identity-Personal norm (VIP) model and self-efficacy theory, this study proposes an extended VIP model for exploring the generalized determinants of tourists’ environmentally responsible behavior and investigating the impact mechanism of this behavior in China. A total number of 435 self-reported questionnaires were collected on a professional online survey platform. Our research results indicated that the extended VIP model could significantly and validly explain tourists’ environmentally responsible behavior. Specifically, biospheric values have an indirect but rooted effect on tourists’ environmentally responsible behavior. Furthermore, two indirect paths play the same mediational role between biospheric values and tourists’ environmentally responsible behavior. The findings expand the application field of the VIP model, contribute to a better understanding for academic researchers of tourists’ environmentally responsible behavior and shed light on managerial implications for practitioners in the sustainable development of tourist destinations.

Suggested Citation

  • Yongxun Xu & Xuechao Wei & Shih-Chih Chen, 2019. "Determinants and Mechanisms of Tourists’ Environmentally Responsible Behavior: Applying and Extending the Value-Identity-Personal Norm Model in China," Sustainability, MDPI, vol. 11(13), pages 1-14, July.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:13:p:3711-:d:246247
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    References listed on IDEAS

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    2. Shang, Dawei & Wu, Weiwei, 2022. "Does green morality lead to collaborative consumption behavior toward online collaborative redistribution platforms? Evidence from emerging markets shows the asymmetric roles of pro-environmental self," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Rakesh Kumar & Kishore Kumar & Rubee Singh & José Carlos Sá & Sandro Carvalho & Gilberto Santos, 2023. "Modeling Environmentally Conscious Purchase Behavior: Examining the Role of Ethical Obligation and Green Self-Identity," Sustainability, MDPI, vol. 15(8), pages 1-16, April.

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