Determinants of tourists’ willingness to pay for green transport in Europe from behavioral and value-based perspectives

This study aims to analyze the factors influencing tourists' willingness to pay for green transportation in Europe based tourists. The study is grounded in theory of planned behaviour (TPB) and value–belief–norm (VBN) theory. Data were collected through a structured survey from 259 European tourists. A partial least square structural equation modelling (PLS-SEM) was used for the analysis of the study. Results show that tourists’ willingness to pay for green transportation is directly influenced by personal attitudes, social norms, and perceived control. Moreover, Environmental belief and commitment have a strong positive association with attitudes toward green transportation. Findings also reveal that perceived moral obligation has a positive relationship with subject norms, whereas perceived consumer effectiveness has a positive relationship with perceived behavioral control. However, environmental concern does not significantly influence tourists’ attitudes for green transportation. The study contributes to sustainable tourism research and provides practical guidance for policymakers and tourism managers to promote green transportation.