THE EFFECT OF ENVIRONMENTAL IDENTITY AND ETHICAL LICENSING ON THE PRO-ENVIRONMENTAL BEHAVIOR OF TOURISTS

Öz

Tourism has increasingly negative effects on the environment. In order to reduce and limit these negative environmental impacts, there is a need for tourists to act responsibly. The urgency and seriousness of environmental problems require an understanding of the importance of environmentally friendly behaviors. When it comes to environmentally friendly behavior, it is generally understood to reduce the negative environmental effects caused by individual behaviors. In this context, the aim of the study is to examine the effects of environmental identity and moral licensing on the environmentally friendly behavior of tourists. Within the scope of the study, data were obtained from 330 people with the online survey technique. In the analysis of the data, confirmatory factor analysis and path analysis were performed within the scope of structural equation modeling. As a result of the analysis, it was concluded that environmental identity has a positive effect on the environmentally friendly behavior of tourists, while moral licensing has a negative effect. In line with the results obtained, various suggestions have been made to increase environmentally friendly behaviors and reduce the effect of moral licensing.

Anahtar Kelimeler

• Environmental Identity
• Moral Licensing
• Sustainable Tourism
• Pro-Environmental Behavior

ÇEVRESEL KİMLİĞİN VE AHLAKİ LİSANSLAMANIN TURİSTLERİN ÇEVRE DOSTU DAVRANIŞLARINA ETKİSİ

Öz

Turizmin çevre üzerinde gittikçe artan olumsuz etkileri mevcuttur. Bu olumsuz çevresel etkileri azaltmak ve sınırlamak için turistlerin sorumlu davranışlarda bulunmasına ihtiyaç vardır. Çevre sorunlarının aciliyeti ve ciddiyeti, çevre dostu davranışların öneminin anlaşılmasını gerektirmektedir. Çevre dostu davranış denilince, genel olarak bireysel davranışların neden olduğu olumsuz çevresel etkilerin azaltılması anlaşılmaktadır. Bu bağlamda çalışmanın amacı çevresel kimlik ve ahlaki lisanslamanın turistlerin çevre dostu davranışlarına etkisinin incelenmesidir. Çalışma kapsamında 330 kişiden çevrim içi anket tekniği ile veriler elde edilmiştir. Verilerin analizinde yapısal eşitlik modellemesi kapsamında doğrulayıcı faktör analizi ve yol analizi yapılmıştır. Analizler sonucunda çevresel kimliğin turistlerin çevre dostu davranışları üzerinde pozitif bir etkisi olduğu, ahlaki lisanslamanın ise negatif bir etkisi olduğu sonucuna ulaşılmıştır. Elde edilen sonuçlar doğrultusunda çevre dostu davranışları arttırmak ve ahlaki lisanslamanın etkisini azaltmak için çeşitli önerilerde bulunulmuştur.

Anahtar Kelimeler

• Çevresel Kimlik
• Ahlaki Lisanslama
• Sürdürülebilir Turizm
• Çevre Yanlısı Davranış

Kaynakça

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