Environmentally responsible museums’ strategies to elicit visitors’ green intention

Heesup Han1, Jongsik Yu2, Eunyu Jeong3, Wansoo Kim4
1College of Hospitality and Tourism Management, Sejong University, Republic of Korea
2Department of Hotel and Restaurant Management, Tongwon University, Republic of Korea
3Department of Hospitality and Tourism Management, Changshin University, Republic of Korea
4Department of Tourism Management, Dong-A University, Republic of Korea
Cite this article:  Han, H., Yu, J., Jeong, E., & Kim, W. (2018). Environmentally responsible museums’ strategies to elicit visitors’ green intention. Social Behavior and Personality: An international journal, 46(11), 1881-1894.

Volume 46 Issue 11 | e7310 | Published: November 2018 | DOI: https://doi.org/10.2224/sbp.7310

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We developed a robust theoretical model to explicate visitors’ green intention to visit envi- ronmentally responsible museums by integrating green image, green value, and social norm into the norm activation model as antecedents of moral norm. We conducted a field survey to collect data, and used a quantitative method for data analysis. Structural analysis results showed that awareness of consequences, ascription of responsibility, green value, and social norm acted as significant predictors of moral norm, which, in turn, influenced green intention. Our results thus showed that moral norm had a significant mediating role in the influence of these variables on green intention. Also, green product attachment significantly moderated the relationship between moral norm and green intention. In addition, the predictive power of our proposed model was superior to that of the original norm activation model.

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