도덕적 행동 측면으로의 계획행동이론 확장을 통한 에코 크루즈 이용 의도 예측에 관한 연구

With growing concern for environment problems worldwide, the cruise industry has attempted to follow this trend. Also, despite scholars’ assertions that green consumption should be considered as the moral behavior perspective,research on this perspective is rare in the hospitality and tourism discipline. The current research, therefore, aimedat proposing the extended theory of planned behavior in the moral behavior perspective by incorporatingenvironmental concern, moral norm, and anticipated moral emotions and predicting the intention to board eco-cruisefor traveling. To achieve this purpose, data were collected by targeting potential customers considered to earn highincomes and travel frequently. A total of 258 data were employed to analyze the measurement model and structuralequation model for this study. The results supported all hypotheses. Specifically, environmental concern positivelyaffected moral norm, attitude, subjective norm, and perceived behavioral control and, subsequently, the moral norm,the attitude, and the subjective norm had positive effects on the anticipated moral emotions (i.e., anticipated prideand anticipated guilt). In addition, the impacts of perceived behavioral control and the anticipated moral emotions onthe intention were also positive and significant. The interpretation of the outcomes and practical and theoreticalimplications were discussed in the last section.