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Keywords: Norm activation model
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Journal Articles
Advancing pro-environmental behaviour models: introducing the rational, normative and contextual tourists’ pro-environmental behaviour (RNC-PEB) framework
Available to Purchase
Consumer Behavior in Tourism and Hospitality (2025) 20 (3): 477–495.
Published: 06 August 2025
... the theoretical fragmentation in the literature by examining the integration of the Theory of Planned Behaviour and the Norm Activation Model. It evaluates the effectiveness of the Rational, Normative and Contextual (RNC-PEB) model, as a more comprehensive and predictive framework for understanding tourists’ high...
Includes: Supplementary data
