E-scooters usage behavior in urban tourism: do environmental moral obligations influence tourists' behavior?

Purpose E-scooters have emerged as a popular micro-mobility option for urban tourists due to their affordability, convenience and minimal environmental impact. Tourists use e-scooters for last-mile connectivity, such as traveling from a bus/train station to their hotel or from one attraction to another – ideal for short, spontaneous trips around the city center or tourist zones. This study investigates the adoption of e-scooters in urban tourism contexts through the lens of the theory of planned behavior (TPB) and environmental moral obligation (EMO). Design/methodology/approach A cross-sectional survey of 451 tourists provides the empirical data, analyzed using partial least squares-structural equation modeling (PLS-SEM). Findings The empirical analysis reveals that attitudes, subjective norms and perceived behavioral control significantly influence tourists' behavioral intentions, which strongly predict e-scooter use. EMO moderates the impact of subjective norms on behavioral intentions but does not significantly affect attitudes or perceived behavioral control. Practical implications By framing e-scooters as sustainable transport alternatives, the findings contribute to urban tourism planning literature, offering practical insights for policymakers and stakeholders to foster e-scooter adoption. Originality/value The study findings emphasize the role of sustainable mobility solutions in mitigating urban congestion and promoting e-scooters as sustainable and responsible transport alternatives.