Sustainable travel behavior: insights from consumption values, reasoned action, and responsible practices in food waste management

This study explores the complexities of sustainable travel behavior in the hospitality industry. A mixed-method approach is adopted with both qualitative and quantitative phases. Grounded in the Theory of Consumption Values (TCV) and the Theory of Reasoned Action (TRA), the study investigates how these psychological frameworks influence sustainable travel behavior among tourists. The findings reveal significant positive associations between emotional values and attitudes with sustainable travel behavior, emphasizing the critical role of individual beliefs and attitudes. Moreover, food waste management practices were found to significantly moderate the relationship between attitudes and sustainable travel behavior.