College youth travelers’ eco-purchase behavior and recycling activity while traveling: an examination of gender difference

Heesup Han, Sunghyup Sean Hyun

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

With the limited research about youth tourists’ pro-environmental behaviors, this study was designed to examine the formation of college youth tourists’ eco-friendly purchase and recycling behaviors while traveling to tourist destinations. A quantitative approach with a structural analysis was used. Our results revealed that the proposed theoretical framework satisfactorily accounted for the variance in eco-purchase and recycling behaviors. The hypothesized associations among eco-concern, attitude, social norm, anticipated affects, and sense of obligation were in general supported, and such relationships contributed to triggering pro-environmental behaviors. Findings also indicated the mediating impact of moral obligation, attitude, and negative affect, and identified the salient role of moral obligation in determining eco-purchase and recycling activities. A test of metric invariance further explored the gender difference that exists in the relationships between eco-concern and anticipated affects and between attitude and moral obligation. This research provides meaningful insights into understanding college youth tourists’ sustainable tourism behaviors.

Original languageEnglish
Pages (from-to)740-754
Number of pages15
JournalJournal of Travel and Tourism Marketing
Volume35
Issue number6
DOIs
StatePublished - 2018 Jul 24

Keywords

  • College youth traveler
  • eco-concern
  • eco-friendly purchase
  • gender
  • recycling

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