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Tourists’ Pro-environmental Behaviors: Moral Obligation or Disengagement?

Wu, J., Font, Xavier and Liu, J. (2020) Tourists’ Pro-environmental Behaviors: Moral Obligation or Disengagement? Tourists’ Pro-environmental Behaviors: Moral Obligation or Disengagement?. pp. 1-14.

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We study the formation of pro-environmental behaviors (PEBs) by integrating both the promoting (moral obligation) and inhibiting (moral disengagement) PEB mechanisms. Results of a sample of 285 tourists at a National Nature Reserve in China affirm that moral obligation positively affects PEB intention, while moral disengagement has significant negative impact. There is little difference in the relative importance of moral obligation and moral disengagement in affecting PEB intention. Social influence plays an important role in regulating the impacts of moral variables on PEB intentions. This study also broadens knowledge of the structure of PEB, by unveiling low-effort PEB intention as a precursor to high-effort PEB intention, and a mediator between moral obligation / moral disengagement and high-effort PEB intention. This study provides insights and implications for tourism practitioners and policy makers, and opens up future research exploration of the paradox of the promoting and inhibiting PEB mechanisms.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Wu, J.
Liu, J.
Date : 4 April 2020
DOI : 10.1177/0047287520910787
Copyright Disclaimer : © The Author(s) 2020. This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License ( which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (
Depositing User : James Marshall
Date Deposited : 19 Jun 2020 13:25
Last Modified : 19 Jun 2020 13:25

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