印度游客的瓶装水使用和付费意愿:视觉推动和计划行为理论

IF 3.1 4区 管理学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM Scandinavian Journal of Hospitality and Tourism Pub Date : 2021-09-14 DOI:10.1080/15022250.2021.1974544
Devlina Chatterjee, Mahfuzuar Rahman Barbhuiya
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引用次数: 9

摘要

摘要饮用瓶装水会产生大量不可生物降解的塑料垃圾,对海洋生物构成严重威胁。一次性塑料袋已经在印度的几个州被禁止使用。然而,瓶装水的使用仍然普遍存在。我们使用Ajzen的计划行为理论来理解信仰、态度、社会规范、感知成本和感知收益如何影响游客减少瓶装水使用的意图。我们使用视觉线索来比较正面和负面框架对游客行为意图和支付环境税意愿的影响。环保的信仰、态度和社会规范会影响游客携带自己的水的意愿。感知到的成本,如携带水的不便和改变习惯,是实现环保目的的主要障碍。促使游客意识到环境成本的负面视觉线索会增加支付环境税的意愿,但不会影响行为意图。无论是在行为意图还是支付意愿方面,女性都比男性更环保。这项研究首次深入了解了印度游客的环保行为意图。提高消费者意识并提供清洁饮用水的替代品可能会减少瓶装水的消费。
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Bottled water usage and willingness to pay among Indian tourists: visual nudges and the theory of planned behaviour
ABSTRACT Consumption of bottled water creates large amounts of non-biodegradable plastic waste that poses a serious threat to marine life. Single-use plastic bags have been banned in several states in India. However, bottled water usage is still widely prevalent. We use Ajzen’s theory of planned behaviour to understand how beliefs, attitudes, social norms, perceived costs, and perceived benefits affect tourists’ intentions to reduce bottled water usage. We use visual cues to compare the effect of positive and negative framing on tourists’ behavioural intentions and their willingness to pay an environmental tax. Pro-environmental beliefs, attitudes, and social norms affect tourists’ intention to carry their own water. Perceived costs such as the inconvenience of carrying water and changing habits are the primary barriers to eco-friendly intentions. Negative visual cues that nudge the tourist to be aware of environmental costs increase the willingness to pay an environmental tax but do not affect behavioural intentions. Women are more environmentally friendly than men, both with respect to behavioural intentions and willingness to pay. This study is the first to provide insight into the pro-environmental behavioural intentions of Indian tourists. Increasing consumer awareness and providing alternatives for clean drinking water may reduce bottled water consumption.
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来源期刊
CiteScore
7.90
自引率
8.30%
发文量
14
期刊介绍: Scandinavian Journal of Hospitality and Tourism is the leading Nordic journal for hospitality and tourism research. SJHT aims at initiating and stimulating high-impact and innovative research relevant for academics and practitioners within the hospitality and tourism industries. The journal takes an interdisciplinary approach including, but not limited to geography, psychology, sociology, history, anthropology, and economics. SJHT encourages research based on a variety of methods, including both qualitative and quantitative approaches. The journal covers all types of articles relevant to the Nordic region, as well as the North Atlantic, North Sea and Baltic regions. We also welcome reviews and conceptual articles with a broader geographical scope that clearly enhance the theoretical development of the hospitality and tourism field. In addition to research articles, we welcome research notes and book reviews. Published articles are the result of anonymous reviews by at least two referees chosen by the editors for their specialist knowledge.
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