Environmentally Responsible Museums' Strategies to Elicit Visitors' Green Intention

Bibliographic Data

ID13916802
AuthorsH Han (0000-0001-6356-3001, Sejong University, corresponding author), Jongsik Yu (0000-0002-1921-491X, Tongwon University), Eunyu Jeong (Changshin University), Wansoo Kim (0000-0002-6756-7058, Dong-A University)
Year2018
Volume46
Issue11
Pages1881-1894
Publication date2018-11-06
Open AccessYes
TypeARTICLE
VenueSocial Behavior and Personality An International Journal (JOURNAL)
Journal identifiersISSN: 0301-2212 • E-ISSN: 1179-6391
PublisherScientific Journal Publishers Limited (PUBLISHER)
DOI10.2224/sbp.7310
OpenAlexW2899794833
LanguageEN
Citations received3

We developed a robust theoretical model to explicate visitors' green intention to visit environmentally responsible museums by integrating green image, green value, and social norm into the norm activation model as antecedents of moral norm. We conducted a field survey to collect data, and used a quantitative method for data analysis. Structural analysis results showed that awareness of consequences, ascription of responsibility, green value, and social norm acted as significant predictors of moral norm, which, in turn, influenced green intention. Our results thus showed that moral norm had a significant mediating role in the influence of these variables on green intention. Also, green product attachment significantly moderated the relationship between moral norm and green intention. In addition, the predictive power of our proposed model was superior to that of the original norm activation model

Ascription · Epistemology · Legal norm · Norm (philosophy · Political science · Predictive power · Structural equation modeling · Value theory · Animal and Plant Science Education · Environmental Education and Sustainability · Environmental Sustainability in Business · Mathematics · Psychology · Social Psychology

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