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

Nae Wen Kuo*, You Yu Dai

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Citations (Scopus)


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
Number of pages22
ISBN (Electronic)9781466681347
ISBN (Print)9781466681330
Publication statusPublished - 2015 Feb 28

ASJC Scopus subject areas

  • General Computer Science
  • General Economics,Econometrics and Finance
  • General Business,Management and Accounting


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