“…The theory of planned behavior describes that attitudes, subjective norms, and perceived behavioral control come together to influence behavioral intentions, which then influence participation in a behavior (Ajzen, 1991). This theory has been used extensively in the marketing and consumer psychology literature to explain consumer behavior (e.g., Bansal & Taylor, 2002; Kidwell & Jewell, 2003; Lim & Dubinsky, 2005; Nocella et al, 2012; Pinna, 2020; Thorbjørnsen et al, 2007). The theory has also been used widely within the recreation literature to understand the behavior of recreationists (e.g., Kidd et al, 2015; Lawhon et al, 2013; Reigner & Lawson, 2009; Schwartz et al, 2018; Vagias et al, 2014).…”