가치-신념-규범(VBN) 이론을 적용한 여행자의 가치가 친환경 행동의도에 미치는 영향

Abstract

This study comprehensively analyzed the impact of value on tourists’ pro-environmental behavior intention by applying the Value-Belief-Norm (VBN) theory. The results showed that, first, altruistic value and biospheric value had significant positive effects on ecological worldview, whereas egoistic value had a negative effect. Second, the sequential mediating framework relationships between ecological worldview and awareness of consequences, awareness of consequences and ascription of responsibility, ascription of responsibility and personal norm, and personal norm and pro-environmental behavior intention were all confirmed to have statistically significant positive effects. In particular, the causal effect of personal norm on pro-environmental behavior intention was found to have the greatest influence in the relationship estimates within the sequential mediating framework of VBN theory. Third, the indirect effect analysis results confirmed that the mediating paths between value factors, ecological worldview, awareness of consequences, ascription of responsibility, and personal norm, and pro-environmental behavior intention were all significant. These results empirically demonstrate that VBN theory is a valid and effective theoretical framework for explaining tourists’ pro-environmental behavior intention in the tourism sector.