Environmentally responsible museums’ strategies to elicit visitors’ green intention

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.