Purpose The main purpose of this study is to devise a policy, helping to develop zero-carbon emitting tourism destinations through generating a unique model termed as the decarbonization behavior model (DBM) to predict coastal tourist decarbonization behavior in Bangladesh. Design/methodology/approach Primarily several recent studies related to this study are reviewed. Subsequently, a focus group discussion (FGDs) is performed and several initial measurement items are generated, and the primary survey questionnaire is prepared. Then, a pilot study (study-1) is conducted using the primary questionnaire, and 362 usable responses are collected, and the subsequent exploratory factor analysis (EFA) is performed by employing the principal component analysis (PCA) technique to retain the factors with the minimum cross-loadings of 0.40. By combining the generated adequate measurement items with several existing validated measurement items, a final questionnaire is prepared for the main survey (study-2), and thus, 474 usable responses are collected. In subsequent efforts, the data is analyzed through using partial least squares structural equation modeling (PLS-SEM) by employing Smart PLS 3.3.3 software. Findings The study results divulge that pro-planet norms, pro-climatic norms, and pro-ecological norms have a significant direct influence on decarbonization intentions and decarbonization behaviors among travelers at coastal tourism destinations. Further, decarbonization intentions significantly affect decarbonization behaviors. Moreover, decarbonization intentions partially mediate the strength of relationships between pro-planet norms, pro-climatic norms, and pro-ecological norms and decarbonization behaviors among travelers at coastal tourism destinations. Practical implications This study presents several policy implications based on the generation of a decarbonization behavior model (DBM) and identification of factors that can influence developing zero carbon emitting tourism destinations in Bangladesh. Originality/value This is the first study that has developed a new model, i.e. decarbonization behavior model (DBM), to explaining what and how factors are responsible for influencing travelers’ decarbonization behavior at coastal tourism destinations, by integrating pro-planet norms, pro-climatic norms, pro-ecological norms, and decarbonization intention.
Abdulla Al-Towfiq Hasan (Sat,) studied this question.