Perceived Moral Obligation
A key trend affecting travel behavior, at least in more wealthy nations, is a rising concern over the morality of consumption. Therefore, the first variable added is perceived moral obligation. Moral obligation can be defined as an individual’s willingness to perform a particular behavior based on their feelings of responsibility (Julia Lindqvist, 2015) Morality play a significant role in the formation of consumers’ ecological intention and behavior(Vivek Kumar Verma, 2018) Past researches suggested that personal feelings of moral obligation are needed to be considered while examining an individual’s willingness to perform certain behaviors. A person’s perceived moral obligation has a crucial impact on moral intention. (Mei fang Chen, 2014) Pragmatic studies have established that people who considered morality in their decisions have a tendency to be more concerned for others’ welfare and tend to engage in more pro-social behavior at work(Vivek Kumar Verma, 2018) Moral norm refers to one’s internal moral obligation to perform/refrain from particular actions. Moral norms could be defined as the mindfulness of the moral correctness or incorrectness associated with performing the behavior that considers “feelings of personal responsibility to perform, or to refuse to perform, a certain behavior”. Moral norms salient enhances the likelihood of individuals taking preservation actions by reducing environmentally harmful behaviors (e.g., public transportation use, decrease of personal car use, local/organic food consumption, energy conservation, travel mode choice). (heesup 2018). Moral reflectiveness is suitably observed as a proximal motivational factor of green behavior as since distinct morality is one of the elements that trigger individual concern and commitment to environmental problems. (Vivek Kumar Verma, 2018)Environmental awareness
For the last few decades, the society has been recognizing the seriousness of environmental problems, causing the concerns for environment to become broader (Han & Kim, 2010). According to (Chan&Hon, 2017), environmental awareness are describe as ‘knowing of the impact of human behavior on the environment,’ environmental awareness can be viewed as an individual’s attention and sensitivity to environmental problems. Environmentally Concerned Consumers are consumers who have a concern for the environmental consequences related to products or services and who are becoming more committed to environmental action (Jackson, 2008). The typical hotel guest of today is more sophisticated, and to varying degrees is likely to be concerned about environmental issues such as recycling bottles, cans and paper at home or making greener ‘lifestyle’ purchases such as organic vegetables or fuel-efficient cars. On the other hand, according to Han and Kim (2010) environmental concerns have led to great changes in customers’ buying behaviors and attitudes toward eco-friendly business establishments (Lindqvist & Andersson, 2015). Consumers that are environmentally responsible are often more aware of environmental problems. Such awareness, which may have its basis in personal experiences, others’ experiences, and information from the media, is likely to lead to eco conscious behaviors and green activities/consumption in their everyday lives (Han ; Yoon, 2015).
Perceived Moral Obligation