Predicting low-carbon travel behavior: A modified theory of planned behavior model from Taiwan

Nae Wen Kuo, You Yu Dai

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Citation (Scopus)

Abstract

The activities of the tourism industry and tourists cause many of the world's carbon dioxide emissions. To reduce carbon emissions resulted from travel, low-carbon tourism has becoming an urgent issue. Little research has paid attention to low-carbon travel behavior of tourists, and their influence factors are still unclear. Therefore, the purpose of this chapter is to establish a modified Theory of Planned Behavior model to predict which factors may impact low-carbon travel behaviors. In this study, an effective sample of 387 Taiwanese was collected in the first "ECO Taiwan Expo." Through a rigorous structural equation modeling process, the results show that the respondents are independently involved in low-carbon tourism, rather than influenced by significant others or groups. In addition, past travel experiences could improve travelers' perceived behavioral control and behavioral intention toward low-carbon travel behavior. Finally, the moderating effect of perceived behavioral control is evidenced between behavioral intention and preferred behavior in this study.

Original languageEnglish
Title of host publicationStrategic E-Commerce Systems and Tools for Competing in the Digital Marketplace
PublisherIGI Global
Pages95-116
Number of pages22
ISBN (Electronic)9781466681347
ISBN (Print)9781466681330
DOIs
Publication statusPublished - 2015 Feb 28

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ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)
  • Computer Science(all)

Cite this

Kuo, N. W., & Dai, Y. Y. (2015). Predicting low-carbon travel behavior: A modified theory of planned behavior model from Taiwan. In Strategic E-Commerce Systems and Tools for Competing in the Digital Marketplace (pp. 95-116). IGI Global. https://doi.org/10.4018/978-1-4666-8133-0.ch005