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A study of the decision-making process of pro-environmental behavior intension of aircraft passengers through the norm activation theory: An analysis of the effect of environmental perception
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규범활성화모델을 통한 항공기 이용객의 친환경행동의도 결정과정: 환경인식의 조절효과 분석

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Type
Academic journal
Author
Yea-Jung Na (경희대학교) Gye-Hee Lee (경희대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.37 No.6 KCI Accredited Journals
Published
2023.6
Pages
111 - 126 (16page)
DOI
10.21298/IJTHR.2023.6.37.6.111

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A study of the decision-making process of pro-environmental behavior intension of aircraft passengers through the norm activation theory: An analysis of the effect of environmental perception
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The tourism industry has had a positive effect on various fields, but there are also many negative effects such as environmental pollution. Among the tourism industries, the aviation sector accounts for a large proportion of environmental pollution. However, airlines are interested in technological development and taxation, such as the introduction of eco-friendly aircraft, but are passive about recycling waste thrown away on board. Therefore, this study aims to induce eco-friendly behavior that can be practiced on board the plane for aircraft users to increase eco-friendly air travel. This study identifies empirically the association in which the factors of the norm activation model affect eco-friendly behavior and the moderation effect of environmental awareness. For a more effective study of aircraft passengers, the measurement scale is supplemented using the focus group interview method with experienced aircraft passengers, and two factors were extracted: cost acception and inconvenience acception. The results of this study show that negative awareness of consequence and ascription of responsibility had a significant impact on individual norms, respectively. Also, individual norms had a significant impact on both cost and inconvenience acceptions, which are the two main factors affecting the pro-environmental behavior. In this process, it was found that natural balanced environmental awareness had a moderation effect in the negative influence, whereas human-centered environmental awareness had a moderation effect in the positive influence. This is an eco-friendly behavior study for aircraft users that has not yet been covered in the tourism field, and the measurement scale of eco-friendly behavior of aircraft users was supplemented through a focus group interview.
#규범활성화모델 #환경 인식 #친환경 행동 #Norm activation model #New environment paradigm #Pro-environmental behavior

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
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