Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?

To address research gaps, this study develops a conceptual framework that integrates the personal values of Schwartz (1992) and the theory of planned behavior (TPB) and aims to examine tourists’ visiting intentions towards eco-friendly destinations. The authors collected data from 503 Chinese tourists. The majority of the hypotheses were accepted. The results show that resultant self-transcendence and resultant conservation values have positive...