Exploring the Role of Norms and Habit in Explaining Pro-Environmental Behavior Intentions in Situations of Use Robots and AI Agents as Providers in Tourism Sector

In a pandemic situation, with climate change around the world, studies analyzing changes in travel patterns are welcome. This study combines three theories to propose model on pro-environmental behavior intentions, namely, theory of planned behavior, value–belief–norm and habit theory. aims examine role social norms, personal norms strength explain intentions. The authors collected 316 usable questionnaires from tourists well-known touristic Belem location Lisbon. Personal were revealed have strongest association followed by strength. also identified different broad challenges encouraging sustainable behaviors use these develop novel theoretical propositions directions for future research. Finally, outlined how practitioners aiming encourage consumer can this framework achieve better results.