Social media activation of pro-environmental personal norms: an exploration of informational, normative and emotional linkages to personal norm activation

Wei HAN, Yi Wang, McCabe Scott

Research output: Journal PublicationArticlepeer-review

1 Citation (Scopus)

Abstract

The role that information plays is critical in changing behavior, thus it is surprising that so little research has examined informational strategies in activating pro-environmental personal norms. The aim of this study was to investigate whether personal norms were activated by user-generated online information. We applied a mixed methods research design, including a netnographic study and survey research with a sample of 1877 Chinese tourists, using a structural equation modelling approach (PLS-SEM). We found for tourists who have high level social media engagement, the cues in user-generated online information were more effective in activating their pro-environmental personal norms.

Original languageEnglish
Pages (from-to)568-581
Number of pages14
JournalJournal of Travel and Tourism Marketing
Volume38
Issue number6
DOIs
Publication statusPublished - 24 Jul 2021

Keywords

  • User-generated content
  • affective influence
  • asia pacific
  • informational and normative influence
  • moderating effect
  • personal norms
  • pro-environmental behaviors
  • social media
  • sustainable tourism
  • tourism marketing

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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