Impact of Moral Responsibility on Tourists’ Waste Reduction Intentions: A Case Study of Vientiane, Laos

By integrating the Norm Activation Model (NAM) with cognitive and behavioral variables, the study reveals mechanisms that translate into increased waste reduction intention. Data from 382 domestic tourists in Vientiane, Laos were analyzed using ordinary least squares regression. The results reveal that ascription of responsibility (AR) is the strongest predictor of intention, followed by personal norms (PN) and actual waste management behavior. Environmental knowledge and awareness of consequences show no significant influence. The findings confirm that fostering internalized moral sentiments, such as AR and PN, is more crucial in enhancing tourists’ waste reduction intention than mere cogni-tive awareness. Environmental campaigns and education to increase knowledge and heighten awareness of the negative impacts caused by poorly managed waste at popular destinations cannot guarantee an increase in tourists’ waste reduction intention.