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The main goal of this research was to merge the theory of planned behavior and the norm activation theory into one model and test its applicability in an environmentally responsible museum context. A filed survey was conducted at museums. Structural equation modeling was used to test research hypotheses. Results of the structural model comparisons revealed that the prediction power of our integrated model was superior to that of the theory of planned behavior and the norm activation theory. The proposed relationships among research constructs were generally supported. The mediating role of study variables was established. Additionally, the salient role of personal norm and attitude in generating museum travelers’ pro-environmental intention was identified. Overall, there was a strong support for the proposed theoretical model.
Han et al. (Fri,) studied this question.