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Exploring the Role of Norms and Habit in Explaining Pro-Environmental Behavior Intentions in Situations of Use Robots and AI Agents as Providers in Tourism Sector

Author

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  • Eduardo Moraes Sarmento

    (Department of Economics, ESHTE and ULHT, CEsA-CSG (ISEG-Lisbon University), 1200-781 Lisboa, Portugal)

  • Sandra Maria Correia Loureiro

    (Department of Marketing, Operations and General Management, Iscte-Instituto Universitário de Lisboa and Business Research Unit (BRU-IUL), 1649-026 Lisboa, Portugal)

Abstract

In a pandemic situation, with climate change around the world, studies analyzing changes in travel patterns are welcome. This study combines three theories to propose a model on pro-environmental behavior intentions, namely, the theory of planned behavior, value–belief–norm theory and habit theory. This study aims to examine the role of social norms, personal norms and habit strength to explain pro-environmental behavior intentions. The authors collected 316 usable questionnaires from tourists in the well-known touristic Belem location in Lisbon. Personal norms were revealed to have the strongest association with pro-environmental behavior intentions, followed by habit strength. The study also identified different broad challenges to encouraging sustainable behaviors and use these to develop novel theoretical propositions and directions for future research. Finally, the authors outlined how practitioners aiming to encourage sustainable consumer behaviors can use this framework to achieve better results.

Suggested Citation

  • Eduardo Moraes Sarmento & Sandra Maria Correia Loureiro, 2021. "Exploring the Role of Norms and Habit in Explaining Pro-Environmental Behavior Intentions in Situations of Use Robots and AI Agents as Providers in Tourism Sector," Sustainability, MDPI, vol. 13(24), pages 1-16, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:24:p:13928-:d:704154
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    References listed on IDEAS

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    1. Farzana Sharmin & Mohammad Tipu Sultan & Daniel Badulescu & Alina Badulescu & Afrodita Borma & Benqian Li, 2021. "Sustainable Destination Marketing Ecosystem through Smartphone-Based Social Media: The Consumers’ Acceptance Perspective," Sustainability, MDPI, vol. 13(4), pages 1-24, February.
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