Daily green behavior as an antecedent and a moderator for visitors’ pro-environmental behaviors

Abstract

Habits are powerful indicators of people’s decisions and behaviors (e.g., Allan, 2019; Verhoeven et al., 2012). Based on a survey with 625 frequent travelers in the U.S., this study examines how visitors’ daily green behaviors (DGBs) influence their pro-environmental behaviors (PEBs) at tourism destinations. It also examined the power of habit by treating it as a moderator to test if different levels of DGB would make a difference in tourists’ destination behaviors. The study contributes to the extension of the Theory of Planned Behavior by capturing habit’s impact as a non-planned component in the decision-making process, the spillover as well as the accumulative effects of habits in travelers’ pro-environmental behaviors at destinations.