Cognitive, affective, normative, and moral triggers of sustainable intentions among convention-goers

- This study examined convention travelers' pro-environmental decision formation.
- Cognitive, affective, normative, and moral factors were of utmost importance.
- The important nature of moral factor was notable.

Given that little research has considered cognitive, affective, normative, and moral drivers altogether in accounting for individuals' eco-friendly decisions, the present study addressed this omission in the convention industry by demonstrating the vital impact of such factors on attendees' environmentally responsible decision-making processes. Cognitive, affective, normative, and moral factors were found to play a significant role in the proposed theoretical framework. Our model explained a satisfactory amount of the total variance in environmentally-friendly intentions. That is, our model adequately explicated convention travelers' pro-environmental decision formations. We believe that this research makes a meaningful contribution to advancing knowledge of how cognitive, affective, normative, and moral triggers are related in determining convention travelers' intentions to practice eco-friendly activities, accept inconveniences for the sake of environmental protection, and recommend other attendees to engage in environmentally responsible behaviors.