Developing pro-environmental behaviour: ecotourism fieldtrip and experiences
Purpose: This study aims to assess the effectiveness of a student participatory approach and assessment to achieve an environmentally friendly behaviour and change strategy. Design/methodology/approach: Three time-phase studies employed a participatory and experiential case in the form of ecotourism...
| Main Authors: | Ting, D.H., Cheng, C.F.C. |
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| Format: | Article |
| Institution: | Universiti Teknologi Petronas |
| Record Id / ISBN-0: | utp-eprints.19792 / |
| Published: |
Emerald Group Publishing Ltd.
2017
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| Online Access: |
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85032961938&doi=10.1108%2fIJSHE-03-2016-0052&partnerID=40&md5=872b424566540d1b8f8afa9164ce8c15 http://eprints.utp.edu.my/19792/ |
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| Summary: |
Purpose: This study aims to assess the effectiveness of a student participatory approach and assessment to achieve an environmentally friendly behaviour and change strategy. Design/methodology/approach: Three time-phase studies employed a participatory and experiential case in the form of ecotourism experiential learning and assessment using a sample of 100 higher education students. Findings: The findings suggest that students’ participations through the development, implementation and maintenance of nature-based experiences, combined with professional guides in educating students about sustainable practices has significant and positive effects on pro-environmental behaviour (PEB). The study reveals that social-psychological constructs (except environmental awareness) and socio-demographic variables account for variances in PEB intentions and provides managerial implications for marketers on the use of student participation to enhance behaviour. Practical implications: Experiential and guided learning adds value to PEB through performance accomplishments and instrumental support. Social implications: The guiding principles of moral norms and acting in favour of the community (general social pressure and the underlying normative beliefs) lead to a higher tendency to perform according to the ideal behaviour. Originality/value: This study is the first to use student participation, guided learning, tour guides and experiences to transfer the knowledge of PEB to individuals. © 2017, © Emerald Publishing Limited. |
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