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EXAMINING TREKKERS’ ENVIRONMENTALLY FRIENDLY BEHAVIOR USING AN EXTENDED MODEL OF GOALDIRECTED BEHAVIOR (MGB) AND A NEW ECOLOGICAL PARADIGM SCALE (NEP)


Marketing and Trade

EXAMINING TREKKERS’ ENVIRONMENTALLY FRIENDLY BEHAVIOR USING AN EXTENDED MODEL OF GOALDIRECTED BEHAVIOR (MGB) AND A NEW ECOLOGICAL PARADIGM SCALE (NEP)

Name and surname of author:

Tulsi Paudel, Wen Ya Li, Yeong Gug Kim

Year:
2022
Volume:
25
Issue:
4
Keywords:
Model of goal-directed behavior (MGB), theory of planned behavior (TPB), new ecological paradigm (NEP), pro-environmental behavior, trekking tourism
DOI (& full text):
Anotation:
Tourism has a substantial environmental impact, and nature-based tourism is particularly vulnerable to tourists’ activities. Individuals must be aware of the consequential ecological effects during…more
Tourism has a substantial environmental impact, and nature-based tourism is particularly vulnerable to tourists’ activities. Individuals must be aware of the consequential ecological effects during nature-based tourism activities such as trekking. Trekking is a widespread nature-based tourism activity in fragile mountainous and hilly regions. The trekkers’ activities extensively affect the conservation of vegetation along the trail. Therefore, it is essential to study trekkers’ attitudes, intentions, and behavior towards the environment. The objective of this study is to investigate the pro-environmental behaviors of trekkers. The goal-directed behavior (MGB) model framework and a new ecological paradigm scale (NEP) were integrated to examine trekkers’ environmental decisionmaking process. The new ecological paradigm (NEP) scale measured trekkers’ environmental concerns, whereas the model of goal-directed behavior (MGB) explored environmentally friendly trekking intentions. The extended model analyzed 310 responses from trekkers who had trekking experience in Nepal. Statistical analyses, such as confirmatory factor analysis, descriptive analysis, reliability, and validity test, were performed with SPSS 24.0. Furthermore, structural equation modeling was conducted using AMOS 22.0 to test the significance of the developer hypotheses. This study revealed that trekkers are concerned about the environment and are aware of the earth’s resource limitations. Moreover, the significant role of emotion in the decision-making process was identified. The perceived behavioral control influenced both the desire and intention of environmentally friendly trekking. Additionally, desire significantly influenced the intention to perform environmentally friendly activities. However, the trekker’s attitude and subjective norms did not correlate substantially with desire. The obtained results indicate that the proposed extended model helps to understand the environmental behavior of trekkers. The theoretical and practical implications of this study are also discussed.
Section:
Marketing and Trade

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