The relative importance of social and personal norms in explaining intentions to choose eco-friendly travel options
Journal article, Peer reviewed
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Original versionDoran, 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.2042
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.
International Journal of Tourism Research Published by John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.