Deep connections: linking personal norms with pro-environmental intentions in centennial tourism

Considering the growing concern related to environmentally responsible tourism among the country's centennials, the purpose of this study was to analyze the pro-environmental behavior of Ecuadorian centennial tourists through the evaluation of a theoretical model centered on the Value-Belief-Norm (VBN) theory. The quantitative research with exploratory scope was based on data from a survey in which 518 Ecuadorian university students between the ages of 18 and 30 participated. The survey consisted of 27 items measured with a 7-point Likert scale and analyzed with the PLS-SEM technique. The results identified the significant effect of both the new ecological paradigm (NPE) and personal norms (PN) on the intention to adopt pro-environmental behavior (IC). However, it is highlighted that word of mouth (BB) exerts a negative moderating effect between NPE and IC showing how the adoption of environmental behavior is experienced as a personal and not a community value.