Increasingly stringent environmental regulations and consumer awareness around environmental protection and sustainability are driving forces in the hotel industry. We explore the Proactive Environmental Strategies being implemented in the hotel industry using Resource-Based View (RBV) and Resource Dependence Theory (RDT) to help companies with Eco-Innovation, Green Core Competences, and Green Competitive Advantages. We investigated the correlations between Proactive Environmental Strategies, Eco-Innovations, Green Competitive Advantages, and Green Core Competences in the hotel industry. With 366 responses, the correlation of Proactive Environmental Strategies with Eco-Innovation and how these are related to Green Competitive Advantage and Green Core Competence were explored. The results revealed that Proactive Environmental Strategies positively influence Eco-Innovation, which in turn directly affects Green Core Competence. Moreover, Green Core Competence affects Green Competitive Advantage. However, the effects of Eco-Innovation on Green Competitive Advantage were not significant. Therefore, companies must either re-consider existing or develop new technologies to become more innovative to meet the emerging environmental demands and green competitiveness strategies. This study also contributes to our understanding of how Eco-Innovation affects guest satisfaction and repeat patronage in the hotel image. The practical and theoretical implications of the findings provide guidance to managers in the hotel industry.

This study has adopted and refined Ajzen’s theory of planned behavior, theory of reasoned action, and the value–belief–norm theory by Stern et al. to investigate the effects of normative beliefs, attitudes, and social norms on pro-environmental behavioral intentions. A total of 391 valid responses were collected from visitors to a theme park in Taiwan. A structure equation analysis indicated that the overall fit of the proposed model was supported. It was also found that both attitudes and social norms had positive and significant influence on waste reduction. While the results did not reveal any direct relation between normative beliefs and behavioral intentions, normative beliefs had positive direct influence on social norms and attitudes, which in turn had an impact on behavioral intentions. The findings provided further insights about pro-environmental behavioral intentions from an Asia perspective and highlighted important implications for environmental policies and education to reduce waste.

The aim of this nationwide survey was to assess undergraduate students’ environmental literacy level in Taiwan. A total of 29,498 valid responses were received from a number of selected colleges and universities in Taiwan, using stratified random sampling method. A total of 70 items were used to assess the environmental literacy and the results revealed that undergraduate students had a relatively low level of environmental knowledge and behavior, while a moderate level of environmental attitudes was attained. The findings also indicated no significant correlations between knowledge and attitudes or between knowledge and behavior. However, a higher level of environmental knowledge correlated significantly with a higher degree of pro-environmental behavior, and a higher level of environmental knowledge correlated with stronger attitudes. The results also suggested that females outperformed the males in all categories. Results from this study could contribute towards further relevant policy discussion and decision-making, curriculum design and development to the improvement of environmental education in the higher education sector.

This open access book is designed and written to bridge the gap on the critical issues identified in environmental education programs in Asian countries. The world and its environments are changing rapidly, and the public may have difficulty keeping up and understanding how these changes will affect our way of life. The authors discuss various topics and case studies from an Asian perspective, but the content, messaging, and lessons learned need not be limited to Asian cultures. Each chapter provides a summary of the intensive research that has been performed on pro-environmental behaviors, the experience of people working in industry and at home, and their philosophies that guide them in their daily lives. We highlight humanity’s potential to contribute to Sustainable Development Goals (SDGs) by understanding better the environmental psychology, social inclusion, and environmental sustainability and stewardship protection elements that contribute to responsible environmental citizenship. The content of the chapters in this book includes a discussion of the crucial issues, plans, and evaluations for sustainability theories, practices, and actions with a proposed management structure for maximizing the cultural, social, and ecological diversity of Asian experiences compared to other theories and cultures internationally. We intend that the data in this book will provide a comprehensive guide for students, professors, practitioners, and entrepreneurs of environmental education and its related disciplines using case studies that demonstrate the relationship between the social and behavioral sciences and environmental leadership and sustainability.

Locus of control is a crucial factor in pro-environmental behavior. However, studies on pro-environmental behavior investigating the predisposing factors of internal locus of control are limited. Therefore, the objective of this study further explored the predisposing factors of locus of control and revealed that emotional stability may be a predisposing factor for internal locus of control and pro-environmental behavior. A questionnaire survey was conducted in Taiwan (n = 473) and the responses were explored using structural equation modeling path analysis. The results revealed that emotional stability can promote pro-environmental behavior through the mediation effect of internal locus of control, indicating that emotional stability is a predisposing factor for locus of control-generated pro-environmental behavior. Thus, the study results indicated that people with higher emotional stability and a stronger internal locus of control are more likely to engage in pro-environmental behavior. Hence, to promote pro-environmental behavior through environmental protection education, people’s self-control awareness must be strengthened to enable them to remain calm and peaceful.

This study aims to gain further insights to Chinese and Taiwanese university students’ environmental literacy on ecotourism. A structural equation model is developed and validated in an effort to explore the differences between Chinese and Taiwanese university students in terms of their environmental knowledge, environmental attitude, and behavioral intentions. The results showed that the ecotourism perception of Chinese and Taiwanese university students affect their behavioral intentions. Chinese university students exhibited a higher correlation between ecotourism knowledge and behavioral intentions than their Taiwanese counterparts. The findings also revealed differences between the Chinese and Taiwanese students in their perception of ecotourism, and this disparity was particularly evident with regards to how ecotourism should be governed. A moderate difference in ecotourism behavioral intentions was also identified, in which Taiwanese university students were less likely to engage in self-empowerment or private empowerment, to be more educated in the field of ecotourism than their Chinese counterparts.