Exploring the Role of Norms and Habit in Explaining Pro-Environmental Behavior Intentions in Situations of Use Robots and AI Agents as Providers in Tourism Sector

Abstract

In a pandemic situation, with climate change around the world, studies analyzing changes in travel patterns are welcome. This study combines three theories to propose a model on pro-environmental behavior intentions, namely, the theory of planned behavior, value–belief–norm theory and habit theory. This study aims to examine the role of social norms, personal norms and habit strength to explain pro-environmental behavior intentions. The authors collected 316 usable questionnaires from tourists in the well-known touristic Belem location in Lisbon. Personal norms were revealed to have the strongest association with pro-environmental behavior intentions, followed by habit strength. The study also identified different broad challenges to encouraging sustainable behaviors and use these to develop novel theoretical propositions and directions for future research. Finally, the authors outlined how practitioners aiming to encourage sustainable consumer behaviors can use this framework to achieve better results.

An Integrative Model of Tourists’ Pro-Environmental Behavior Based on the Dual Path of Rational Planning and Embodied Emotion

“…When faced with the choice of high-effort pro-environmental behaviors, individuals must invest more effort, and PC over the environment can influence the degree of individual resource investment. The outcome of SN to PEBI is consistent with the majority of studies examining tourists' pro-environmental behaviors [160][161][162][163][164]; that is, the stronger the subjective norms of tourists, the more they tend to produce varying degrees of pro-environmental behavioral intentions.…”

Ecological behaviour in the AI economy and its impact on biodiversity: Lessons from the COVID-19 pandemic and a post-COVID perspective

“…The important role of ecological behaviour in the preservation of biodiversity has been studied in detail and described in multiple works by Chaigneau and Schill (2022), Deng et al (2016), Luengo-Valderrey et al (2022, Sullivan et al (2017), Tang et al (2022) and Toppi et al (2016). The specifics of ecological behaviour under the conditions of the AI economy are described in the works of Ligozat et al (2022), Nost and Colven (2022), Sarmento and Loureiro (2021), Skiter et al (2022) and Yankovskaya et al (2022).…”