Drivers of customer decision to visit an environmentally responsible museum: merging the theory of planned behavior and norm activation theory

The main goal of this research was to merge the theory of planned behavior and the norm activation theory into one model and test its applicability in an environmentally responsible museum context. A filed survey was conducted at museums. Structural equation modeling was used to test research hypotheses. Results of the structural model comparisons revealed that the prediction power of our integrated model was superior to that of the theory of...