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Subjects:
Green & Sustainable Science & Technology
The theory of planned behavior (TPB) describes individual behavior and has been extensively utilized in studying pro-environmental behavior and LTB. According to TPB, an individual’s behavioral intention is determined by attitudes, subjective norms, and perceived behavioral controls, and behavior is determined by behavioral intentions. Attitude refers to an individual’s positive or negative attitude towards a certain behavior, subjective norm refers to the social pressure that individuals perceive to participate or not in a certain behavior, and perceived behavioral control refers to the degree of difficulty an individual perceives for a certain behavior.
- low-carbon travel behavior
- the theory of planned behavior
- Attitude-Behavior-Context theory
1. LTB
Low-carbon behavior is defined as behavior that enhances the resource efficiency of energy or materials, consequently contributing to the dynamics and structure of ecosystems or biospheres [39]. Low-carbon behavior consists of three types: habitual behavior, consumer consumption behavior and resource recycling behavior, and LTB is a subset of low-carbon behavior [44]. According to the 2011 China Energy Development Report, LTB refers to a transportation mode where passengers can reduce carbon emissions while traveling. Furthermore, LTB is considered a type of pro-environmental behavior [45], contributing to reducing the exacerbation of climate change [46]. In urban transportation, individuals can practice LTB by opting for low-carbon travel modes such as walking, cycling and using public transportation [47].
2. The TPB Framework
TPB was proposed in 1985, and extends the Theory of Reasoned Action (TRA) to goal-directed behavior, suggesting that intention can control behavior. Building upon TRA, TPB introduces perceived behavioral control, asserting that individual behavioral intention is determined by behavioral attitude, subjective norms and perceived behavioral control [7,30]. TPB is a well-established psychological theory that provides valuable insights into understanding and predicting individuals’ behavior [35,41,42]. TPB has been widely applied in research on individual pro-environmental behavior [48]. It is used to predict individuals’ environmental intention [26,27,28] and environmental behavior [28], alternative transportation decision [29], intention and behavior related to low-carbon travel [14,28].
2.1. Attitude (LTA)
Attitude refers to an individual’s positive or negative attitude towards a certain behavior [31]. Numerous studies have shown that individuals are inclined to a engage in a behavior when they have a positive attitude [14,45,49]. Attitude is an important predictor of individual behavior [7,18]. This study defines LTA as an individual’s positive or negative attitude regarding their low-carbon travel experience. When individuals have positive LTA, they are more willing to participate in LTB.
2.2. Subjective Norm (LTSN)
Subjective norm refers to the social pressure that individuals perceive to participate or not in a certain behavior [31]. Many studies have shown that, when an individual feels a greater social pressure, they will have stronger behavioral intention [50]. Several studies have found that subjective norms are an important predictor of behavioral intention [48,51]. This study defines LTSN as the social pressure that individuals perceive to participate or not in TPB. If people have a positive LTSN, they will feel more social pressure and are consequently more intent to engage.
2.3. Perceived Behavioral Control (LTPB)
Perceived behavioral control refers to the degree of difficulty an individual perceives in a certain behavior [41]. When the individual’s ability and opportunity to perform a certain behavior are greater, the individual will be more willing to perform that behavior [52]. Based on TPB and VBN, Liu et al. [7] verified that residents’ attitude, subjective norms and perceived behavioral control can positively predict LTI. This study defines LTPB as an individual’s perceived opportunity and ability to perform LTB. When individuals perceive that they have greater opportunity and ability, they are more willing to perform LTB.
2.4. LTI and LTB
It is extensively acknowledged that behavioral intention is a main determinant of actual behavior [31]. Many studies have verified the predictive impact of behavioral intention on behavior [53]. For instance, tourists’ pro-environmental intention accurately predicts their behavior [48]. When individuals have positive LTI, they will perform an actual behavior.
2.5. Mediating Effect of LTI
If individuals experience a positive attitude, subjective norms and perceived behavioral control toward a particular behavior, their behavioral intention will further affect actual behavior [31]. Behavioral intention is a primary emphasis in the TPB model [54], and works as a mediator between three predictors and actual behavior. Individuals’ LTA, LTSN and LTPB can affect LTB through LTI.
3. Moderating Effect of SF
TPB focus on the impact of individual psychological factors on behavior. However, this model ignores the external influence of contextual factors on individual behavior [36]. The transformation of behavioral intention into behavior requires stimulation, and SF is a crucial factor affecting the relationship between LTI and LTB [30].
SF is composed of multiple aspects, including economic costs, social systems, social culture, policies and regulations [55]. External policies can influence individuals’ preferences for low-carbon behavior [56]. As an aspect of SF, transportation policy can lead to individuals’ low-carbon travel preferences [7] Low-carbon travel policies are beneficial in guiding individuals’ LTB [57,58]. For those with weak or no motivation towards low-carbon behavior, transportation policies and management regulations are more effective [59]. Furthermore, social culture significantly influences behavioral regulation. Cultural values can influence low-carbon behavior [60].
4. Comparison of Individuals’ LTB in Daily Residence and Tourism Destination
Studies have shown that 40% of daily behaviors are habitual [61]. Pro-environmental behavior in daily activities is habitual and rarely deliberate, and it is beneficial for individuals to engage in pro-environmental behavior continuously [48,62]. Hence, it is easier for individuals to maintain LTB in their daily residences. On the contrary, tourism provides a permissive environment for tourists [63]. In the tourism context, individuals tend to prioritize personal pleasure over environmental responsibility [64,65,66]. A study conducted by tourism geographers suggests that individuals who engage in environmentally friendly behaviors within their homes and immediate surroundings often find it challenging to transfer these eco-conscious practices when entering a tourist environment. Those who appear highly dedicated to environmental actions still tend to maintain their flights while traveling [6]. Individuals feel a sense of freedom and often disregard the daily norms and customary rules in tourism environment [67,68,69]. Individuals’ behavior in the tourism environment differs from that of the daily environment, and the tourism environment can lead individuals disregardomg social norms [70].
This entry is adapted from the peer-reviewed paper 10.3390/su151914349
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