The value–belief–emotion–norm model: investigating customers’ eco-friendly behavior

Building on a Value–Belief–Norm (VBN) theory, this study set out to develop a value–belief–emotion–norm model as a comprehensive theoretical framework for explicating customers’ pro-environmental decision-making process in a cruise context. Results of the structural analysis revealed that our model satisfactorily fit the data and the proposed relationships were generally supported. Our sequential framework involving the emotional process was superior to the original VBN model and alternative mediator and moderator models, and explained more effectively the decision formation. Moreover, results showed that the integrated emotional process played a vital role in generating moral norms and intentions. Findings further identified the important mediating nature of belief constructs, anticipated emotion, and personal norms.