Millennial ride-share passengers’ pro-sustainable behaviors: norm activation perspective

Seojin Lee, Woojin Lee, Kyung Hyan Yoo

Research output: Contribution to journalArticle

Abstract

Millennials are considered more conscious socially, culturally, and environmentally than previous generations. In addition, ride-sharing has been acknowledged as a means of sustainable consumption, but little empirical research has examined how ride-sharing allows this generational cohort to experience a destination. Drawn on norm activation theory, this paper examines how millennials perceive the wider economic, social, and environmental impacts on a destination of adopting ride-sharing. In a sample of American college students who had used ride-sharing while traveling, our findings indicate that ride-sharing facilitates the activation of travelers’ personal norms and pro-sustainable behaviors. Based on the findings, theoretical and practical implications of this investigation are discussed.

Original languageEnglish (US)
JournalAsia Pacific Journal of Tourism Research
DOIs
StatePublished - Jan 1 2019

Fingerprint

activation
social impact
economic impact
social effects
environmental impact
empirical research
student
experience
norm
Destination
Activation
Millennials
consumption
Economic impact
Cohort
Travellers
Empirical research
College students
Sustainable consumption
Environmental impact

Keywords

  • Collaborative consumption
  • millennials
  • norm activation theory
  • personal norms
  • ride-sharing
  • sustainable consumption

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

Cite this

Millennial ride-share passengers’ pro-sustainable behaviors : norm activation perspective. / Lee, Seojin; Lee, Woojin; Yoo, Kyung Hyan.

In: Asia Pacific Journal of Tourism Research, 01.01.2019.

Research output: Contribution to journalArticle

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