College youth travelers' eco-purchase behavior and recycling activity while traveling: an examination of gender difference
- Authors
- Han, Heesup; Hyun, Sunghyup Sean
- Issue Date
- Jul-2018
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- College youth traveler; eco-friendly purchase; recycling; gender; eco-concern
- Citation
- JOURNAL OF TRAVEL & TOURISM MARKETING, v.35, no.6, pp.740 - 754
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF TRAVEL & TOURISM MARKETING
- Volume
- 35
- Number
- 6
- Start Page
- 740
- End Page
- 754
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/149783
- DOI
- 10.1080/10548408.2017.1405865
- ISSN
- 1054-8408
- Abstract
- With the limited research about youth tourists' pro-environmental behaviors, this study was designed to examine the formation of college youth tourists' eco-friendly purchase and recycling behaviors while traveling to tourist destinations. A quantitative approach with a structural analysis was used. Our results revealed that the proposed theoretical framework satisfactorily accounted for the variance in eco-purchase and recycling behaviors. The hypothesized associations among eco-concern, attitude, social norm, anticipated affects, and sense of obligation were in general supported, and such relationships contributed to triggering pro-environmental behaviors. Findings also indicated the mediating impact of moral obligation, attitude, and negative affect, and identified the salient role of moral obligation in determining eco-purchase and recycling activities. A test of metric invariance further explored the gender difference that exists in the relationships between eco-concern and anticipated affects and between attitude and moral obligation. This research provides meaningful insights into understanding college youth tourists' sustainable tourism behaviors.
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