규범활성화모델(NAM)을 적용한 호텔 이용객의 친환경 행동의도에 관한 연구: 환경윤리지각의 조절효과

Abstract

This study examined the formation of hotel guests’ active and passive pro-environmental behavioral intentions using the norm activation model (NAM), with a focus on the moderating role of perceived environmental ethics. This study conducted an online survey of 210 five-star hotel guests in Korea, and analyzed data through structural equation modeling. According to the results of the study, awareness of consequences and ascription of responsibility both positively affected moral obligation, which in turn shaped active and passive pro-environmental behavioral intentions. The moderating role of perceived environmental ethics was significant only in the path from moral obligation to active and passive pro-environmental behavioral intentions. These findings contribute to the theoretical implications in hospitality by addressing behavioral intensity and ethical perception with NAM, and provide offer practical insights for sustainable hotel management.