Model of sustainable behavior: Assessing cognitive, emotional, and normative influence in the cruise context

There is a lack of published research on individuals’ decision formation for proenvironmental behaviors while traveling on cruise ships. This study included the cognitive, affective, and normative processes related to this, and considered their interrelations in the prediction model of passenger cruising intention in an environmentally responsible way. We estimated the proposed theoretical framework using structural equation analysis. The final model was generated by altering the proposed model. The findings indicated that our conceptual framework had a sufficient level of anticipatory power for green intention and that moral and subjective norms were the most influential determinants of intention. In addition, the important interrelationships among these cognitive, affective, and normative factors were identified. Moreover, anticipated emotions and moral norm were significant mediators. Overall, the results of this study substantially supported our theoretical framework comprising the intricate associations among study variables. Implications for tourism researchers and cruise practitioners are discussed