Environmentally Responsible Behaviors in the Context of Knowledge Belief Norm Theory: Evaluation Based on Travel Purpose

Year 2026, Volume: 9 Issue: 1, 492 - 510, 27.02.2026

Seda Erkekli , Üzeyir Kement

https://doi.org/10.53353/atrss.1785978

https://izlik.org/JA42KR73DR

Abstract

Tourist destinations play a therapeutic role in reducing the mental and physical fatigue that individuals experience due to their work lives and responsibilities. In this context, the study aimed to examine the environmentally responsible behaviors of tourists visiting Safranbolu based on destination types, within the framework of the Knowledge-Belief-Norm (KBN) theory. The decision-making process was analyzed by comparing nature-centered, cultural heritage-centered, and city tourism visits. Safranbolu was selected as a sample in this descriptive research study, and data were collected via a survey from 274 participants. Hypotheses were tested using structural equation modeling using SmartPLS. Findings indicated that biospheric value and environmental knowledge positively influence ecological worldview, which in turn influences awareness of consequences, and awareness positively influences ascription of responsibility, personal norms, and environmentally responsible behavior. Multi-group analysis revealed a higher level of influence on the biospheric value–ecological worldview relationship among natural resource-focused visitors. Cultural heritage-focused visitors had a higher level of influence on the environmental knowledge–ecological worldview relationship compared to city tour visitors. City tour visitors have a greater impact on the ecological worldview-consequences relationship.

Keywords

Knowledge Belief Norm Theory , Environmentally responsible behavior , Travel , Tourism , Destination

Ethical Statement

The ethics committee approval required for the data collection phase of the article was issued by the Social and Human Sciences Research Ethics Committee of Ordu University, dated 24/11/2022 and numbered 15.

Bilgi İnanç Norm Teorisi Bağlamında Çevreye Sorumlu Davranışlar: Seyahat Amacına Göre Değerlendirme

https://izlik.org/JA42KR73DR

Abstract

Turistik destinasyonlar, bireylerin çalışma yaşamı ve sorumluluklarından kaynaklanan zihinsel ve fiziksel yorgunluklarını azaltmada iyileştirici bir rol üstlenmektedir. Bu bağlamda çalışmanın amacı, Bilgi-İnanç-Norm (BİN) teorisi çerçevesinde Safranbolu’yu ziyaret eden turistlerin çevreye yönelik sorumlu davranışlarını, destinasyon türlerine göre incelemektir. Doğa merkezli, kültürel miras merkezli ve şehir turizmi amaçlı ziyaretler karşılaştırılarak karar süreci analiz edilmiştir. Tanımlayıcı araştırma desenine sahip çalışmada örneklem olarak Safranbolu seçilmiş; 274 katılımcıdan anket yoluyla veri toplanmıştır. SmartPLS programı kullanılarak yapısal eşitlik modeli ile hipotezler test edilmiştir. Bulgulara göre, biyosferik değer ve çevresel bilgi, ekolojik dünya görüşünü; bu görüş, sonuçların farkındalığını; farkındalık ise sırasıyla sorumluluk yüklemeyi, kişisel normu ve çevresel duyarlı davranışı pozitif yönde etkilemektedir. Çoklu grup analizine göre, biyosferik değer–ekolojik dünya görüşü ilişkisinde etki düzeyi doğal kaynak odaklı ziyaretçilerde daha yüksek çıkmıştır. Çevresel bilgi–ekolojik dünya görüşü ilişkisinde kültürel miras odaklı ziyaretçiler, şehir turu ziyaretçilerine kıyasla daha yüksek etki düzeyine sahiptir. Ekolojik dünya görüşü–sonuçların farkındalığı ilişkisinde ise şehir turu ziyaretçilerinin etkisi daha fazladır.

Keywords

Bilgi İnanç Norm Teorisi , Çevreye sorumlu davranış , Seyahat , Turizm , Destinasyon

Ethical Statement

Bu çalışma, TR Dizin etik kurul izni gerektiren çalışma grubunda yer almamaktadır. / Makalede, veri toplama aşaması için gerekli etik kurulu belgesi Ordu Üniversitesi/ Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu ve 24/11/2022/15 düzenlenmiştir.

References

• Arkorful, V. E. (2022). Unravelling electricity theft whistleblowing antecedents using the theory of planned behavior and norm activation model, Energy Policy, 160(C). https://doi.org/10.1016/j.enpol.2021.112680
• Bagozzi, R., Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Sciences, 16(1), 74-94. http://dx.doi.org/10.1007/BF02723327
• Becker, J. M., Ringle, C. M., Sarstedt, M., & Völckner, F. (2015). How collinearity affects mixture regression results. Marketing Letters, 26(4), 643–659. https://doi.org/10.1007/s11002-014-9299-9
• Bronfman, N. C., Cisternas, P. C., López-Vázquez, E., De la Maza, C., & Oyanedel, J. C. (2015). Understanding attitudes and pro-environmental behaviors in a Chilean community. Sustainability, 7(10), 14133-14152. https://doi.org/10.3390/su71014133
• Büyüköztürk, Ş., Akgün, Ö. E., Demirel, F., Karadeniz, Ş., & Çakmak, E. K. (2017). Bilimsel araştırma yöntemleri. 23. Baskı, Pegem Akademi, Ankara.
• Cheng, T. M., C. Wu, H., Huang, L. M. (2013). The influence of place attachment on the relationship between destination attractiveness and environmentally responsible behavior for island tourism in Penghu, Taiwan. Journal of Sustainable Tourism, 21(8), 1166–1187. https://doi.org/10.1080/09669582.2012.750329
• Çiçek, D. (2021). Çevre paradigmalarının turizme yansımaları. Turizm Akademik Dergisi, 8(2), 75-87. Retrieved February 26, 2026, from https://izlik.org/JA29PB67AF
• Denley, T. J., Woosnam, K. M., Ribeiro, M. A., Boley, B. B., Hehir, C., & Abrams, J. (2020). Individuals' intentions to engage in last chance tourism: Applying the value- belief-norm model. Journal of Sustainable Tourism, 28(11), 1860–1881. https://doi.org/10.1080/09669582.2020.1762623
• Dijkstra, T.K. and Henseler, J. (2015). Consistent partial least squares path modeling. MIS Quarterly, 39(2),297-316.https://doi.org/10.25300/MISQ/2015/39.2.02
• Duru, B. (2022). Eğitim Fakültesi öğrencilerinin yeni çevre paradigması ve derin ekolojiye yönelik dünya görüşlerinin incelenmesi. (Yayımlanmamış Yüksek Lisans Tezi). Aydın Adnan Menderes Üniversitesi, Sosyal Bilimleri Enstitüsü: Aydın.
• Ergenekon Arslan, A. (2022). Yenilenebilir enerji kaynakları kullanımında çevresel motivasyonlar ve ahlaki normun rolü: Bilecik örneği. Alanya Akademik Bakış, 6(3),2775-2808. https://doi.org/10.29023/alanyaakademik.1098224
• Faul, F., Erdfelder, E., Buchner, A., & Lang, A. G. (2009). Statistical power analyses using G* Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149-1160. https://doi.org/10.3758/BRM.41.4.1149
• Fenitra, R. M., Premananto, G. C., Heritiana Sedera, R. M., Ansar, A., & Nisful, L. (2022). Erratum to “Environmentally responsible behavior and Knowledge-Belief-Norm in the tourism context: The moderating role of types of destinations”, International Journal of Geoheritage and Parks, 10(2), 273-288. https://doi.org/10.1016/j.ijgeop.2022.05.001
• Fornell, C., Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and Statistics. Journal of Marketing Research, 18(1), 382-388. http://dx.doi.org/10.2307/3150980
• Fu, L., Sun, Z., Zha, L., Liu, F., He, L., Sun, X., & Jing, X. (2020). Environmental awareness and pro-environmental behavior within China’s road freight transportation industry: Moderating role of perceived policy effectiveness. Journal of Cleaner Production, 252, 119796. https://doi.org/10.1016/j.jclepro.2019.119796
• Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192-3198. https://doi.org/10.1016/j.jbusres.2015.12.008
• Ghazali, E. M., Nguyen, B., Mutum, D.S., & Yap, S.F. (2019). Pro-environmental behaviours and Value-Belief-Norm theory: Assessing unobserved heterogeneity of two ethnic groups. Sustainability (Switzerland), 11(12), 1–28. https://doi.org/10.3390/su10023237
• Hair Jr, J. F., Matthews, L. M., Matthews, R. L. Sarstedt, M. (2017). PLS-SEM or CB-SEM: Updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123. https://doi.org/10.1504/IJMDA.2017.10008574
• Hair, J. F., Risher, J. J., Sarstedt, M., Ringle, C. M. (2019). When to use and how to report the results of PLS- SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
• Hair, J.F., Ringle, C.M. and Sarstedt, M. (2013). Partial least squares structural equation modeling: rigorous applications, better results and higher acceptance, Long Range Planning, 46 (1-2),1-12. https://doi.org/10.1016/j.lrp.2013.01.001
• Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment, 29(6), 2815–2828. https://doi.org/10.1002/bse.2545
• Han, H., Hwang, J. & Lee, M. J. (2017). The value–belief–emotion– norm model: Investigating customers’ eco-friendly behavior. Journal of Travel & Tourism Marketing, 34(5), 590-607. https://doi.org/10.1080/10548408.2016.1208790
• Han, P., Tong, Z., Sun, Y., & Chen, X. (2022). Impact of climate change beliefs on youths’ engagement in energy-conservation behavior: The mediating mechanism of environmental concerns. International Journal of Environmental Research and Public Health. 19(12),7222. https://doi.org/10.3390/ijerph19127222
• Harish, P., & Rao, Y. V. (2024). Research on sustainable tourism and biodiversity: A bibliometric analysis. Anatolia, 1-21. https://doi.org/10.1080/13032917.2023.2300120
• Hawcroft, L.J. and Milfont, T.L. (2010). The Use (and Abuse) of the New Environmental Paradigm Scale over the Last 30 Years: A Meta-Analysis. Journal of Environmental Psychology, 30, 143-158. http://dx.doi.org/10.1016/j.jenvp.2009.10.003
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431. https://doi.org/10.1108/IMR-09-2014-0304
• Hu, L.-t., Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1– 55. https://doi.org/10.1080/10705519909540118
• Hu, X., Huang, S., Chen, G., Hua, F. (2022). The effects of perceived destination restorative qualities on tourists’ self-identity: A tale of two destinations. Journal of Destination Marketing and Management, 25,2-11. https://doi.org/10.1016/j.jdmm.2022.100724
• Işıkman, G. N. (2022). Yerinden yerlisinden; film turizmi çerçevesinde katılımlı belgeseller ve turistik destinasyon sunumu. Sosyal, Beşeri ve İdari Bilimler Dergisi, 5(11), 1618–1631. https://doi.org/10.26677/TR1010.2022.1120
• İpar, S. M. & Aksu, M. (2022). Turistlerin yeşil otel tercihlerine yönelik algıları, çevreci davranış eğilimleri ve davranışsal niyetlerle ilişkisi. Journal of Gastronomy, Hospitality and Travel, 5(1), 440-463. https://doi.org/10.33083/joghat.2022.143
• Jaung, W., Carrasco, L.R., Richards, D.R. et al. (2022). The role of urban nature experiences in sustainable consumption:A transboundary urban ecosystem service. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-021-02071-y
• Karacaoğlu, S. & Cankül, D. (2022). Turizm fakültesinde eğitim alan öğrencilerin çevresel tutumlarının ‘‘Yeni Çevresel Paradigma’’ bağlamında değerlendirilmesi: Eskişehir örneği. Journal of Humanities and Tourism Research, 12(2), 347-363. Retrieved February 26, 2026, from https://izlik.org/JA26YF79EE
• Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1-10. https://doi.org/10.4018/ijec.2015100101.
• Lee, C. K., Olya, H., Ahmad, M. S., Kim, K. H., & Oh, M. J. (2021). Sustainable intelligence, destination social responsibility, and pro-environmental behaviour of visitors: Evidence from an eco-tourism site. Journal of Hospitality and Tourism Management, 47, 365-376. https://doi.org/10.1016/j.jhtm.2021.04.010
• Lin, M.-T., Zhu, D., Liu, C. & Kim, P. B. (2022). A meta-analysis of antecedents of pro-environmental behavioral intention of tourists and hospitality consumers. Tourism Management. 93,104566. https://doi.org/10.1016/j.tourman.2022.104566
• Liobikien, G., & Poškus, M. (2019). The importance of environmental knowledge for private and public sphere pro-environmental behavior: Modifying the value-belief-norm theory. Sustainability, 11, 3324. https://doi.org/10.3390/su11123324.
• Liu, B., Kralj, A., Moyle, B., He, M., & Li, Y. (2024). Perceived destination restorative qualities in wellness tourism: The role of ontological security and psychological resilience. Journal of Travel Research, 0(0), 1-18 . https://doi.org/10.1177/00472875241230019.
• Lorenzo-Romero, C., M.-D.-C. Alarcón-del-Amo, and J.-A. Crespo-Jareño. (2019). Cross-cultural analysis of the ecological behavior of Chilean and Spanish ecotourists: a structural model. Ecology and Society, 24(4):38. https://doi.org/10.5751/ES-11343-240438
• Loureiro, S.M.C., Guerreiro,J. & Han, H. (2022). Past, present, and future of pro-environmental behavior in tourism and hospitality: A text-mining approach, Journal of Sustainable Tourism, 30(1), 258-278. https://doi.org/10.1080/09669582.2021.1875477
• Luo, W., Tang, P., Jiang, L., & Su, M. M. (2020). Influencing mechanism of tourist social responsibility awareness on environmentally responsible behavior. Journal of Cleaner Production, 271, 122565. https://doi.org/10.1016/j.jclepro.2020.122565.
• Malhotra, N.K. (2004). Marketing research an applied orientation, 4th ed., Pearson Prentice Hall, NJ.
• Megeirhi, H. A., Woosnam, K. M., Ribeiro, M. A., Ramkissoon, H., & Denley, T. J. (2020). Employing a value-belief-norm framework to gauge Carthage residents’ intentions to support sustainable cultural heritage tourism. Journal of Sustainable Tourism, 1–20. https://doi.org/10.1080/09669582.2020.1738444.
• Ozbey, D. O., Coskun Degirmen, G., Guven, Y., Gozen, E., Hicyakmazer, C. T., Yalız Solmaz, D., & Aytekin, A. (2024). How does environmental education moderate local people’s commitment to the environment and intention to support tourism development?. Sustainability, 16(13), 5646. https://doi.org/10.3390/su16135646
• Pan, T., & Zhou, W. (2024). Navigating pro-environmental behavior among tourists: The role of value-belief-norm theory, personality traits, and commitment. Journal of Hospitality and Tourism Management, 61, 226-239. https://doi.org/10.1016/j.jhtm.2024.10.010.
• Panwanitdumrong, K., & Chen, C. -L. (2021). Investigating factors influencing tourists environmentally responsible behavior with extended theory of planned behavior for coastal tourism in Thailand. Marine Pollution Bulletin, 169, 112507. https://doi.org/10.1016/j.marpolbul.2021.112507.
• Park, C., Lee, S., Lee, C. K., & Reisinger, Y. (2022). Volunteer tourists’ environmentally friendly behavior and support for sustainable tourism development using Value-Belief-Norm theory: Moderating role of altruism. Journal of Destination Marketing & Management, 25, 100712. https://doi.org/10.1016/j.jdmm.2022.100712.
• Park, E., Lee, S., Lee, C., Kim, J.S. & Kim, N. (2018). An integrated model of travelers’ pro-environmental decision-making process: The role of the New Environmental Paradigm. Asia Pacific Journal of Tourism Research, 23(10), 935-948. https://doi.org/10.1080/10941665.2018.1513051
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879. https://doi.org/10.1037/0021-9010.88.5.879
• Rasoolimanesh, S. M., Chee, S. Y., & Salee, A. (2024). Scale development for measuring sustainability of urban destinations from the perspectives of residents, tourists, businesses and government. Journal of Sustainable Tourism, 1-25. https://doi.org/10.1080/09669582.2024.2329682
• Ritchie,W.B., Prideaux,B.,Thompson, M. & Demeter, C. (2022). Understanding tourists’ attitudes toward interventions for the Great Barrier Reef: An extension of the norm activation model. Journal of Sustainable Tourism, 30(6),1364-1383. https://doi.org/10.1080/09669582.2021.1948048
• Rosenthal, S. (2022). Information sources, perceived personal experience, and climate change beliefs. Journal of Environmental Psychology, 81(1),101796. https://doi.org/10.1016/j.jenvp.2022.101796
• Sarrasin O, Crettaz von Roten F, Butera F. (2022). Who’s to Act? Perceptions of ıntergenerational obligation and pro-environmental behaviours among youth. Sustainability, 14(3),1414. https://doi.org/10.3390/su14031414
• Sharma, R. & Gupta, A. (2020). Pro-environmental behaviour among tourists visiting national parks: application of value-belief-norm theory in an emerging economy context. Asia Pacific Journal of Tourism Research, 25(8), 829-840. https://doi.org/10.1080/10941665.2020.1774784
• Sharmin, F., Sultan, M. T., Badulescu, A., Bac, D. P., & Li, B. (2020). Millennial Tourists’ Environmentally Sustainable Behavior Towards a Natural Protected Area: An Integrative Framework. Sustainability, 12(20), 8545. https://doi.org/10.3390/su12208545
• Sparks, A.C., Henderson, G. L., Sriram, S.K. & Smith, E. R.A.N. (2021). Measuring environmental values and identity. Society & Natural Resources, 34(3), 291-310, https://doi.org/10.1080/08941920.2020.1817644
• Stern, P. C. (2000). New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424. http://dx.doi.org/10.1111/0022-4537.00175
• Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A Value-Belief-Norm Theory of Support for Social Movements: The Case of Environmentalism. Human Ecology Review, 6(2), 81–97. http://www.jstor.org/stable/24707060
• TDK (Aralık, 2022). Sözlük. Retrieved February 26, 2026, from https://sozluk.gov.tr/
• Tenenhaus, M., Esposito Vinzi, V., Chatelin, Y-M. and Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48(1), 159-205. https://doi.org/10.1016/j.csda.2004.03.005
• Ünal, A. B., Steg, L., & Gorsira, M. (2018). Values versus environmental knowledge as triggers of a process of activation of personal norms for eco-driving. Environment and Behavior, 50(10), 1092–1118. https://doi.org/10.1177/0013916517728991
• Vorhees, C. V., & Williams, M. T. (2016). Cincinnati water maze: A review of the development, methods, and evidence as a test of egocentric learning and memory. Neurotoxicology and Teratology, 57, 1-19. https://doi.org/10.1016/j.ntt.2016.08.002
• Wang Z, Nie L, Jeronen E, Xu L, Chen M. (2023). Understanding the Environmentally Sustainable Behavior of Chinese University Students as Tourists: An Integrative Framework. Int J Environ Res Public Health. 14;20(4):3317. https://doi.org/10.3390/ijerph20043317
• Waris, I., Iqbal, A., Ahmed, R., Hashim, S. and Ahmed, A. (2024). Values and information publicity shape tourists' intentions to visit green hotels: An application of the extended value-belief norms theory. Management of Environmental Quality, 35(4), 780-798. https://doi.org/10.1108/MEQ-04-2023-0130
• Whitmarsh, L., Player, L., Jiongco, A., James, M., Williams, M., Marks, E., Kennedy-Williams, P. (2022). Climate anxiety: What predicts it and how is it related to climate action?. Journal of Environmental Psychology, 83.101866. https://doi.org/10.1016/j.jenvp.2022.101866
• Woosnam, K. M., Ribeiro, M. A., Denley, T. J., Hehir, C., & Boley, B. B. (2022). Psychological antecedents of intentions to participate in last chance tourism: Considering complementary theories. Journal of Travel Research, 61(6), 1342-1357. https://doi.org/10.1177/00472875211025097
• Wu, X., Zhong, C., Chen, H., & Zou, X. (2024). Assessment on the Environmental Concern Level and Driving Mechanism of Beach Recreationists Based on the New Ecological Paradigm Scale. Sustainability, 16(8), 3292. https://doi.org/10.3390/su16083292
• Xiong, W., Huang, M., Leung, X.Y., Zhang, Y. and Cai, X. (2023). How environmental emotions link to responsible consumption behavior: Tourism Agenda 2030. Tourism Review, 78(2), 517-530. https://doi.org/10.1108/TR-01-2022-0010
• Yamagishi, K., & Sañosa, A. R. (2024). Does tourism fatigue impact support for natural protected areas’ sustainability?. Current Issues in Tourism, 1–18. https://doi.org/10.1080/13683500.2024.2402038.
• Zarei, I., Ehsani, M., Moghimehfar, F., & Aroufzad, S. (2021). Predicting Mountain Hikers' Pro-Environmental Behavioral Intention: An Extension to the Theory of Planned Behavior. Journal of Park & Recreation Administration, 39(3). https://doi.org/10.18666/JPRA-2020-10347.
• Zhang, Q., Zada, M., Khan, S., Haddad, H., Alramahi, N., & Ahmed Nureldeen, W. (2024). Exploring the role of tourist pro-environmental behavior in autonomous vehicle adoption: A TPB and PLS-SEM approach. Sustainability, 16(20), 9021. https://doi.org/10.3390/su16209021
• Zhushi-Etemi F., Ceka R., Çadraku H. et al. (2020). The use of NEP scale to evaluate the environmental worldview of the employees in the city of Kacanik in Republic of Kosovo. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-020-00958-w