2023/04/17 by Shafaqat Mehmood, Zhimin Zhou · 1 voice
Environmental Science · Business, Management and Accounting · Psychology · #Environmental Education and Sustainability #Environmental Sustainability in Business #Behavioral Health and Interventions
paper · doi:10.1080/01490400.2023.2201276
openalex publication_date 2023/04/17 · openalex created_date 2025/10/10 · openalex updated_date 2026/06/15
This study examines the relationship between pro-environmental attitudes, e-bike adoption motivations, and tourist green behavior (TGB). Environmental psychologists have increasingly focused on understanding “green” tourist behavior determinants. The TGB distinguishes tourists from pro-environmentalists for relatively everyday simple actions, and e-bike adoption motivations can serve as a mediator to better understand pro-environmental attitudes– tourist green behavior relationships. We tried to bridge this gap by conceptualizing TGB and investigating the mediating role of e-bike adoption motivations in the relationship between pro-environmental attitudes and TGB. Derived from an online survey-based sample of 682 e-bike users, the data were investigated using structural equation modeling analysis. Findings showed that directly and indirectly, pro-environmental attitudes significantly influenced TGB, and e-bike adoption motivations (e.g., cost-effective motivation, intrinsic motivation, technology motivation) mediate their concerned paths. Therefore, the stakeholders and marketing practitioners should emphasize the importance of pro-environmental attitudes and e-bike motivations within the TGB and e-bike adoption campaigns.