Impact of social/personal norms and willingness to sacrifice on young vacationers’ pro-environmental intentions for waste reduction and recycling

Abstract

Despite its importance, young vacationers’ waste reduction and recycling decision formation remains unknown. This research was designed to investigate the intricate associations among social norms (descriptive and injunctive), willingness to sacrifice, and personal norm by developing a theoretical framework for young vacationers’ waste reduction and recycling intentions. The impact of gender was also examined. A quantitative approach employing a structural equation modeling was utilized. Our results revealed that descriptive norm, injunctive norm, and willingness to sacrifice were significant activators of personal norm. In addition, the direct impact of descriptive and injunctive norms on pro-environmental intentions was found. Personal norm acted as a mediator. Moreover, the proposed theoretical framework was further broadened by the significant moderating effect of gender on the injunctive norm–intentions linkage. Overall, this research helps researchers and practitioners better understand young international vacationers’ waste reduction and recycling intentions while traveling.

Keywords:

• Waste reduction and recycling
• willingness to sacrifice
• descriptive norm
• injunctive norm
• personal norm
• young vacationers

Acknowledgment

This work was supported by the Dong-A University research fund.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Heesup Han

Heesup Han is a Professor in the College of Hospitality and Tourism Management at Sejong University, South Korea. His research interests include cultural tourism, heritage tourism, airline, medical tourism, and green marketing. His papers have often been the most downloaded and read articles in many top-tier hospitality and tourism journals.

Jongsik Yu

Jongsik Yu is an Assistant Professor in the Department of Hotel and Restaurant Management at Tongwon University. Mr. Yu’s research interests include hotel management, foodservice management, and human resources. He worked as a Director of Rooms Division at Grant Hayatt Seoul Korea for 10 years.

Hyeon-Cheol Kim

Hyeon-Cheol Kim is a Professor in the College of Business and Economics at Chung-Ang University, South Korea. His research interests include tourist behaviors and tourism economics. He has published in various top-tier tourism journals.

Wansoo Kim

Wansoo Kim is an Associate Professor in the Department of International Tourism at Dong-A University, South Korea. His research interests include sustainable tourism, relationship marketing, and workplace fun. His papers have been published in various top-tier hospitality and tourism journals.