The relative importance of social and personal norms in explaining intentions to choose eco-friendly travel options
Original version
Doran, R., Larsen, S. (2015) The relative importance of social and personal norms in explaining intentions to choose eco-friendly travel options. The international journal of tourism research, 10.1002/jtr.2042 10.1002/jtr.2042Abstract
Changes in current travel patterns are important in order to move towards a more sustainable future of tourism. This paper reports
findings
from a study (
N
=762) investigating the relative importance of social and personal norms in explaining intentions to choose eco-friendly
travel options. Personal norms showed the strongest association with behavioural intentions and further mediated the link between injunctive social norms and behavioural intentions. Overall
findings indicate that social and personal norms seem both related to travel choices but
that a particular emphasis should be given to the role of personal norms. Further implications of these
findings are discussed.
Description
International Journal of Tourism Research
Published by John Wiley & Sons Ltd.
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