Exploring Factors Affecting the Tourist's Low Carbon Behavioral Intentions

Global warming caused by excessive consumption of fossil fuels and carbon dioxide emissions is becoming the most important environmental issue in the world. Tourism industry causes 5% of total carbon dioxide and 14% of total green house of the world. Energy consumption in tourism is in direct relation with tourists behaviors. To succeed in changing unsustainable behavior and reinforce sustainable behavior should be aware of the factors affecting it. This study explores the factors affecting the tourists’ intentions to conduct lowcarbon behaviors from a Protection Motivation theory perspective. Population of the study consists of Tehran citizens of district 1, which are selected by multi Stage Cluster Sampling. A questionnaire was used to collecte data. For analyzing collected data, structural equation modeling was used. Findings show that variables of tourists “Perceived vulnerability”, “Perceived response efficacy” and “Perceives self-efficacy” have the most effect on their low carbon behavioral intention respectively.