TY - CHAP
T1 - Predicting low-carbon travel behavior
T2 - A modified theory of planned behavior model from Taiwan
AU - Kuo, Nae Wen
AU - Dai, You Yu
N1 - Publisher Copyright:
© 2015 by IGI Global. All rights reserved.
PY - 2015/2/28
Y1 - 2015/2/28
N2 - 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.
AB - 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.
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U2 - 10.4018/978-1-4666-8133-0.ch005
DO - 10.4018/978-1-4666-8133-0.ch005
M3 - Chapter
AN - SCOPUS:84944903393
SN - 9781466681330
SP - 95
EP - 116
BT - Strategic E-Commerce Systems and Tools for Competing in the Digital Marketplace
PB - IGI Global
ER -