Exploring the Role of Tourist Pro-Environmental Behavior in Autonomous Vehicle Adoption: A TPB and PLS-SEM Approach

As businesses and governments increasingly explore innovative strategies to promote pro-environmental behavior, autonomous vehicles (AVs) have emerged as a key initiative for fostering sustainable communities. However, the specific norms—personal, descriptive, and subjective—that influence behavioral intentions regarding AV adoption remain underexplored. This research addresses this gap by integrating the extended theory of planned behavior (TPB) with pro-environmental variables to examine both direct and indirect influences on behavioral intentions. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the proposed model was validated with data from 516 domestic Chinese tourists. The findings highlight that subjective norms and trust significantly shape positive intentions toward adopting autonomous vehicles. Furthermore, environmental knowledge and concerns exert a significant indirect impact on these intentions, underscoring the complex interplay of factors that drive pro-environmental behavior. These results provide valuable insights for policymakers and practitioners aiming to enhance the acceptance of AVs in China and offer a foundation for future research on the role of norms in technology adoption.