Related Experiment Video
Updated: Sep 3, 2025

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Published on: September 27, 2019
Diamond Model of Green Commitment and Low-Carbon Travel Motivation, Constraint, and Intention
An-Jin Shie1,2,3,4, You-Yu Dai5, Ming-Xing Shen3
1College of Business Administration, Huaqiao University, Quanzhou 362021, China.
Abstract:
Although consumers generally accept and care about environmental issues, consumers have not adjusted their behavior accordingly. Based on the diamond model theory, this study proposes and tests the direct impact of personal green commitments on low-carbon travel motivation and constraint, and the possibility of subsequent low-carbon travel intention. According to the results of 358 valid questionnaire surveys, this study shows that green commitments positively affect the low-carbon travel motivation and intention, while negatively affecting the low-carbon travel constraint. The low-carbon travel motivation has some mediating effects. The research results can be used as a reference by relevant managers of the tourism industry to make changes in the content of travel services that are more suitable for specific populations.
Related Concept Videos
Drive-Reduction Theory: Push Theory of Motivation
Motivational Cycle
The cycle begins with a need. This need can arise from various conditions, such as hunger, thirst, or temperature changes. For instance, when an individual feels cold, their body...
Incentive Theory: Pull Theory of Motivation
The theory differentiates between...
Ryan and Deci's Self-Determination Theory
Autonomy is the need to feel in control of one's actions and decisions. For example, a student who chooses their research topic is likely to be more engaged and motivated than one who...
Secondary Motives: Power Motivation and Achievement Motivation
Power motivation is characterized by the desire to influence, control, or have an impact on others. It is shaped by an individual's experiences, social environment, and cultural context. People with high power motivation are...
Self-Discrepancy Theory

