The hospitality, tourism, and travel (HTT) industry has a significant environmental impact due to its water, energy, and waste production. One of the main challenges faced by the HTT industry is the reduction of the negative environmental impact of hotel businesses. Recent studies have shown that consumers are willing to pay a premium for green hotels that adopt environmentally friendly practices to minimize their impact on the environment. While interest in these practices has been increasing, not all consumers are familiar with actual benefits of green hotels. Therefore, it is necessary to employ strategies to increase consumers’ awareness and encourage positive pre-purchasing decisions when selecting a green hotel.

Actively promoting pro-environmental behavior not only can effectively reduce degree of environmental pollution, but also is a necessary step for the sustainable development of social economy. Although scholars have had in-depth discussions on influencing factors and promoting mechanism of pro-environmental behavior, research concerning effects of external situational factors on pro-environmental behavior is relatively insufficient, and impacts of natural environment conditions, say, air quality is seldom considered. With the development of China’s economy, industrial growth and advancing urbanization, air quality continues to deteriorate when acid rain, haze and other harsh weathers occur more frequently, seriously affecting and endangering people’s health and daily life. So, does air quality also affect people’s pro-environmental behavior? And if so, how is that impact? What is the internal mechanism? Based on the above questions, this paper designed two studies, in combination with spatial distance, and explored the impacts of air quality on Chinese residents’ pro-environmental behavior. It also demonstrated the internal impact mechanism from the perspective of environmental emotion, and expanded research on impact mechanism of air quality on pro-environmental behavior.

본 연구는 농촌관광마을의 브랜드 자산이 장소애착 및 친환경 행동의도와의 영향 관계를 검증하고자 하였다. 농촌관광마을의 브랜드자산은 브랜드인지도, 브랜드이미지, 지각된 품질, 지각된 가치로 분류되었으며, 장소애착은 장소의존성, 장소정체성, 사회적 유대감으로 구분되었다. 친환경 행동의도는 단일차원으로 도출되었다. 가설검증 결과, 첫째, 농촌관광마을의 브랜드자산인 브랜드인지도, 브랜드이미지, 지각된 품질, 지각된 가치가 장소의존성에 모두 유의한 영향을 미치는 것으로 나타났으며, 둘째, 장소정체성은 친환경 행동의도에 유의한 영향을 미치는 것으로 분석되었으며, 장소의존성 또한 친환경 행동의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 농촌관광마을의 브랜드자산 중 브랜드이미지와 지각된 가치가 친환경 행동의도에 유의한 영향을 미치는 것으로 나타났다.

Scientific evidence indicates that a significant human contribution towards the world’s climate change. Human lifestyles and behavior need changing to reach the goal of environmental sustainability. Previous studies indicate that fear or threat appeals in advertising campaigns can lead to changes in attitude and, subsequently, behavioral changes. The main aim of this study is to examine the impact of viewing different degrees of fear appeals of climate change on an individual’s intention to engage in pro-environmental behavior. In addition, the possible factors influencing an individual’s intention to engage in pro-environmental behavior may vary after viewing narratives of different degrees of fear-inspiring climate change are also examined. A total of 217 undergraduate students were assigned to one of the experimental conditions: no fear appeal, low-fear appeal, and high-fear appeal. The fear manipulation check results are consistent with the prominent hypothesis of the drive theory model, an inverted-U-shaped response pattern to increasing levels of fear. The results of ANOVA tests indicate that the participants who view the no-fear appeal text will have more intention of engaging in pro-environmental behavior than their counterparts, those who view the high-fear appeal text. The results of multiple regression equation analysis reveal that an individual’s moral obligations play an important determinant of his/her intention to engage in pro-environmental behavior across both conditions. But in the high-fear appeal condition, an individual’s perception of collective efficacy also plays an important determinant. Practical implications for pro-environmental behaviors are also provided.

The purpose of this study is to observe the influence mother's pro-environmental consumption behavior have on the adolescents' environment-friendly attitudes and adolescents' pro-environmental consumption behavior. Also by examining the variable relation, the study scopes out the effectiveness of environmental experience. For the analysis, high school students in Korea were gathered from online and multiple regression analysis, and Baron and Kenny mediation analysis were conducted among a total of 521 surveys. The main findings are as follows: First, mother's pro-environmental consumption behavior were proven to be essential factors that have influence on the adolescents’ environment-friendly attitudes. Second, mother's pro-environmental consumption behavior were proven to be essential factors that have influence on the adolescents’ pro-environmental consumption behavior. Third, mediating effect of adolescents' environment-friendly attitudes was verified in the relationship between mother's and adolescent's pro-environmental consumption behavior. The findings suggest the importance of adolescents' environment-friendly attitudes and improve adolescent's pro-environmental consumption behavior by having practice mother's pro-environmental consumption behavior.

The purpose of this study was to observe the influence adolescents’ environmental experience and environmental consciousness have on the pro-environmental consumption behavior. Also by examining the variable relation, the study scoped out the effectiveness of environmental experience. For the analysis, high school students in Korea were gathered from online and the correlation analysis, multiple regression analysis, and Baron and Kenny mediation analysis were conducted among a total of 521 surveys. The main findings are as follows: First, adolescents’ environmental experience, environmental consciousness and pro-environmental consumption behavior showed a positive relationship. In other words, the more the experience, the more sense of responsibility adolescents had towards the environment and society, leading them to have pro-environmental consumption behavior. Second, environmental experience and environmental consciousness were proven to be essential factors that have influence on the adolescents’ pro-environmental consumption behavior. Third, partial mediating effect of environmental consciousness was verified in accordance with the relationship between environmental experience and pro-environmental consumption behaviour. The findings suggest the importance of adolescents' environmental consciousness and improvement of pro-environmental consumption behavior by having students gain environmental experience.

이 연구는 학교 현장에서 쓰레기 줄이기 활동과 관련하여 환경심리학적 강화물이 환경태도 와 실천의식 및 환경 친화적 행동에 어떻게 영향을 미치는지, 그리고 강화물 중 환경 친화적 행동을 증진하는데 가장 효과적인 것은 무엇이며, 환경심리학적 접근이 환경문제를 해결하는데 어떻게 기여할 것인지를 제시하는 것이다. 이 연구를 위해 경기도 소재 J초등학교 6학년 2개 반 70명을 대상으로 실험 수업과 설문 조사를 실시하였고, 그 연구 결과는 다음과 같다. 첫째, 실험 수업 대상 학생들에게 사전⋅사후 검사를 통해 환경 친화적 행동의 변화를 조사한 결과 환경심리학적 강화접근법은 환경태도와 실천의식 및 환경 친화적 행동을 증진시키는데 효과적 인 것으로 나타났다. 둘째, 환경 친화적 행동을 증진시키데 사용한 강화물의 경우 즐거움이 가 장 효과적이었고, 다음으로 쿠폰 혜택, 명예, 현금 순으로 나타났다. 셋째, 환경규범 활성화와 정적⋅부적 강화접근 및 환경 교육은 환경 친화적 행동의 발생빈도를 증가시키는데 기여함으 로써 환경 보호 기능이 가능하다.