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.