Travelers' pro-environmental behaviors in the Hyperloop context: Integrating norm activation and AIDA models

초록

This study combines the Norm Activation model (NAM) with the Attention-Interest-Desire-Action model (AIDA) to explain the effect of Hyperloop videos on potential travelers' pro-environmental behaviors. Using PLS-SEM, the study's results indicate that each construct of NAM (problem awareness, ascribed responsibility, and personal norm), together with attention, interest, and desire, explains 75% of the variance in pro-environmental behavioral intentions. The study's findings also indicate that a promotional video can lead to a significant positive change in pro-environmental travel behaviors and enhance potential travelers' intentions to use Hyperloop services as an eco-friendly travel option. Furthermore, mediation analysis shows that desire is a strong mediator for connecting the two frameworks. © 2022 John Wiley & Sons Ltd.

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