The Influence of Environmental Values on Consumer Intentions to Participate in Agritourism—A Model to Extend TPB

Abstract

This study examines the influence of environmental values on consumer intentions to participate in agritourism through the theory of planned behaviour (TPB) and value-belief-norm (VBN) theory. It proposes an integrative model by adding two variables, i.e., environmental benefits and the human-nature coordination concept, to the TPB. The study employs a questionnaire survey method and a sample of 640, which was statistically analysed through structural equation modeling (SEM). The results reveal that the “environmental values-attitudes-behavioural intentions” framework has scientific applicability in agritourism. Environmental values, measured through the variables environmental benefits and the human-nature coordination concept, are positively correlated directly or indirectly with agritourism consumption intentions, while attitudes and subjective norms serve as mediators. However, the mediating effect of perceived behavioural control is not statistically significant, indicating making efforts to influence attitudes and subjective norms is more useful for and effective in stimulating the public’s intentions towards agritourism. As this study tests the hypotheses with empirical data, it provides practical implications for policy-makers and programme managers.

Theory of green consumption behavior (TGCB): a case of agro-tourism for sustainable communities and cities of future Bangladesh

“…Pollution-free environment and low prices may be the two main strategies for the agro-tourism industry to attract customers. Zhao et al (2022) noted that customer behaviors toward agro-tourism are influenced by their attitude, subjective norms and PBC. Yet, the carbon mitigation attitude in exploring customer’s intentions and behaviors has not received much attention in agro-tourism segment.…”

“…Previous literatures have mainly focused on agro-tourism satisfaction (Lachnidaki et al, 2021;Hussein and Rohman, 2021), agro-tourism service quality dimensions (Mulyo et al, 2021;Andayani et al, 2021) and agro-tourism development (Kubickova and Campbell, 2020;Rasulovich, 2021). However, several previous studies have examined the factors influencing behavioral intentions and actual behaviors toward agro-tourism, where Nakpathom and Pitchayadejanant (2017) have explored the determinants that affect visitor's intentions toward agro-tourism, Nguyen et al (2018) have identified that residents' attitudes have significant impact on their behaviors toward agro-tourism, Nishshanka et al (2019) have noted that tourists' attitude influences their willingness toward agro-tourism, Fern andez-Hern andez et al (2016) have mentioned that environmental concerns substantially influence visitors' behaviors toward agro-tourism, Zhao et al (2022) have stressed that attitudes and subjective norms have significant impacts on customers' intentions to participate in agrotourism, Zhong et al (2022) have measured that perceived value significantly influences farmer's green production and Suhud et al (2022) have examined the link between perceived value and behavioral intentions and found that perceived value has a significant effect on travel intentions in the coffee tourism perspective. Nevertheless, to the best knowledge, no previous study has examined the effects of carbon mitigation attitude, energy saving norms and perceived hygiene value on behavioral intentions and actual behaviors in agro-tourism settings.…”

“…As such, Zhu and Deng (2020) have explained that attitude has significant effect on tourist behavioral intentions toward rural tourism, and tourism studies have argued that tourists’ attitudes influence their intentions toward tourist spots (Choe and Kim, 2018). Also, social and personal norms significantly explain customers’ behavioral intentions toward eco-friendly travel options (Doran and Larsen, 2016), and subjective norms have a significant effect on behavioral intentions toward agro-tourism (Zhao et al , 2022). Further, cleanliness (hygiene) and facilities are the determinants of agro-tourism customer satisfaction (Doran and Larsen, 2016), farmers’ green production behaviors are determined by their perceived value in agro-tourism setting (Zhong et al , 2022) and the relationship between perceived value and tourist behaviors (revisit intentions, willingness to pay for the special product and positive word of mouth intention) is established in rural tourism setting in china (Chi et al , 2020).…”

Understanding the Environmentally Sustainable Behavior of Chinese University Students as Tourists: An Integrative Framework

“…In the existing tourism literature, the VBN theory has been employed in various contexts to explain the pro-environmental behavior of museum vacationers [ 53 ], adventure tourists [ 54 ] and visitors to green accommodation [ 51 ], national parks [ 55 ] and conservation areas [ 56 ], sustainable transportation [ 57 ] and towel reuse intention [ 58 ]. In recent studies, Megeirhi et al [ 59 ] applied the VBN theory to sustainable heritage tourism and Zinan Zhao et al [ 60 ] examined agritourism consumer intentions by combining VBN and planned behavior theories. Due to environmental concerns and a sense of moral responsibility, tourists today tend to adopt a sustainable mindset.…”

Effect of Farmers’ Awareness of Climate Change on Their Willingness to Adopt Low-Carbon Production: Based on the TAM-SOR Model

“…Climate change awareness refers to the ability of individuals to recognize the nature of climate change problems, that is, awareness of temperature rises, sea level rises, extreme weather, and global warming [37]. The awareness of climate change among individuals helps to reduce different environmental problems [38,39]. In recent years, a growing number of scholars have realized that farmers are often rational in specific climate change risk scenarios.…”