The greener the better? Modeling the determinants of the intention to visit an environmentally friendly mountain resort

Résumé 0

This study aims to extend the theory of planned behavior to environmental actions in mountain resorts. The results show that the attitude toward an environmentally friendly resort, subjective norms regarding environmental responsibility, and perceived behavior control toward the choice of a mountain resort positively influence the intention to visit an environmentally friendly resort. Intention is also influenced by environmental knowledge and environmental concern, but indirectly (via attitude and subjective norms for environmental knowledge, and perceived behavior control for environmental concern). The results also confirm the moderating effect of visiting mountain resorts. Understanding these mechanisms is useful for those involved in managing environmentally friendly resorts to improve their communication strategy on environmental matters.