Modeling the psychological antecedents to tourists’ pro-sustainable behaviors: an application of the value-belief-norm model

Understanding the psychological mechanisms underpinning tourists’ voluntary adoption of behaviors that minimize harm to environments and communities that support tourism is critical for the sustainability of the industry. In this study, we examined the internal attributes that lead tourists to adopt three dimensions of pro-sustainable behavior drawing on the value-belief-norm model. We hypothesized that pro-sustainable behavior is reflected in three dimensions of intent related to behaviors that reduce environmental impacts, the consumption of local goods and services, and a willingness to sacrifice time and money to choose sustainable options. Additionally, hypothesized behavior to be a function of altruistic values, beliefs and Personal Norms. Data were drawn from a panel of active US tourists (N = 623). The hypothesized model predicting pro-sustainable behavior was tested using structural equation modeling techniques. Results demonstrate that the model adequately fit the data, and that Personal Norms account for a considerable degree of variance in tourists’ pro-sustainable behavioral intent. Biospheric values were found to influence behavioral intent mediated by value-belief-norm model constructs. © 2018 Informa UK Limited, trading as Taylor & Francis Group.