How Perceived Sustainability-related Climate Influences Residents’ pro-environmental Behavior Intention in Tourism Destinations: An Integration of TPB and NAM

Abstract

The environmental issues are vital to the development of tourism. Tourism destination residents take huge responsibility for environmental and problems and need to understand residents’ intention to get involved in pro-environmental behaviors. The research focuses on how perceived sustainability-related climate (PSRC) influences the intention of residents to engage in pro-environmental behavior behavior. After data is gathered from different countries via surveys, I used the structural equation model (SEM) to analyze it. Results indicate that PSRC positively influences the residents’ intention of pro-environment behavior, mediated by Perceived Behavioral Control, Subjective Norms, Attitude, and Personal Norms, Attribution of Responsibility and Awareness of Consequences. The outcome encourages residents’ pro-environmental behaviors.