해양쓰레기 관련 환경인식이 관광객 친환경 행동에 미치는 영향

The Effect of Environmental Awareness related to Marine Litter on Tourists’Environmentally Responsible Behavior : Applying Extended theory of Planned Behavior

This study aims to empirically analyze the decision-making process regarding the influence of environmental awareness related to marine litter on environmentally responsible behavior among tourists who have visited the seaside in Yeosu. Based on Ajzen's Theory of Planned Behavior(TPB), an extended model of TPB was designed by incorporating environmental awareness(EA) related to marine litter. To achieve the research objectives, a survey was conducted for two weeks from May 15 to May 29, 2023, resulting in a total of 370 surveys collected, of which 338 were utilized for empirical analysis. The study findings are as follows: First, it was found that EA had a significant influence on attitude toward environmentally responsible(ATT) behavior, subjective norms(SNs), and perceived behavioral control(PBC). Second, SNs and PBC had significant influence on environmentally responsible behavior intension(ERBI). However, ATT had no significant influence on ERBI. Lastly, ERBI had a significant influence on Environmentally responsible behavior. Theoretical and practical implications were addressed in the conclusions.