Sustainable Choices and Behaviors among Eco-Friendly Museum Travelers: Exploring the Drivers of Sacrifice, Visit, Pay, and WOM Intentionsopen access
- Authors
- Han, Heesup; Lho, Linda Heejung; Kim, Hyeon-Cheol; Untaru, Elena-Nicoleta
- Issue Date
- Jan-2021
- Publisher
- MDPI
- Keywords
- eco-friendly museums; pro-environmental intentions; customer-product relationship quality; feeling of pride; connectedness to nature; social pressure; reputation; ecological value
- Citation
- INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH, v.18, no.2, pp 1 - 17
- Pages
- 17
- Journal Title
- INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH
- Volume
- 18
- Number
- 2
- Start Page
- 1
- End Page
- 17
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/52894
- DOI
- 10.3390/ijerph18020845
- ISSN
- 1661-7827
1660-4601
- Abstract
- This research developed a sturdy theoretical framework that offers a better comprehension regarding customer approach intentions for eco-friendly museum products. Using a quantitative process, the apparent role of ecological value, connectedness to nature, social pressure, pro-environmental reputation was explored. Data quality testing demonstrated the validity of the construct measures. The critical mediating nature of customer-product relationship quality and feeling of pride was unveiled by conducting a structural analysis. In addition, the feeling of pride was a prominent factor determining sacrifice, visit, pay, and word of mouth (WOM) intentions. Social pressure played a major role in building relationship quality, whereas pro-environmental reputation was a key contributor to increase the feeling of pride. The model contained a strong prediction power for intentions. Results of this study contribute to enriching the extant knowledge regarding customer pro-environmental decision-making process, which is helpful for an eco-friendly museum and its success.
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