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The effects of self-identity and personal norms on prospectivetourists’ pro-environmental behaviour: The relevance of Eco-labels in online accommodation booking
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

As environmental quality strongly depends on human behaviour patterns, more attentions have been paid to understand and promote pro-environmental behaviour in the tourism sector with sustainable development. This thesis focuses on online Eco-label accommodation booking as a tourist pro-environmental behavior to study the effects of environmental self-identity and personal norms on prospective tourists’ pro-environmental behaviour. Based on a literature review on the contribution and potential of environmental social psychology for understanding and promoting pro-environmental behaviour, a conceptual framework was proposed, comprising: environmental self-identity, general personal norm and specific personal norm, and online Eco-label accommodation booking, which proposed 7 hypotheses. These hypotheses were tested by a quantitative online questionnaire to collect data and data analysis using a correlationand regression design. The results indicated that all the environmental self-identity and personal norms were positively related to online Eco-label accommodation booking. The findings demonstrated how environmental self-identity affected the intention of online Eco-label accommodation booking via a moral route and the likelihood of achieving this assumed model, which suggested that strengthening environmental self-identity could be an effective way to promotepro-environmental actions. The importance and potential ofenvironmental social psychology for understanding and promotingpro-environmental behaviour in the tourism sector have been discussed.

Place, publisher, year, edition, pages
2019. , p. 72
Keywords [en]
Environmental self-identity, Personal norms, Eco-labels, Pro-environmental behaviour, Online accommodation booking
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-85835OAI: oai:DiVA.org:lnu-85835DiVA, id: diva2:1329865
Subject / course
Tourism Studies
Educational program
Tourism and Sustainability, 120 credits
Presentation
2019-05-29, NY211K, Kalmar Nyckel, kalmar, 09:00 (English)
Supervisors
Examiners
Available from: 2019-06-25 Created: 2019-06-25 Last updated: 2019-06-25Bibliographically approved

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fulltext(948 kB)19 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf