Exploring the Role of Tourist Pro-Environmental Behavior in Autonomous Vehicle Adoption: A TPB and PLS-SEM Approach

As businesses and governments increasingly explore innovative strategies to promote pro-environmental behavior, autonomous vehicles (AVs) have emerged as a key initiative for fostering sustainable communities. However, the specific norms—personal, descriptive, and subjective—that influence behavioral intentions regarding AV adoption remain underexplored. This research addresses this gap by integrating the extended theory of planned behavior (TPB) with pro-environmental variables to examine both direct and indirect influences on behavioral intentions. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the proposed model was validated with data from 516 domestic Chinese tourists. The findings…

• MO
  Ministry of Education of the People's Republic of China
• SU
  Shenzhen University
• NS
  National Social Science Fund of China

  Award: 21AGL014