Sun protective attitudes and intentions were investigated in 2 experiments and 1 field study. Participants in the first experiment were female Caucasian university students between the ages of 17 and 35 years (N = 102). A 2 x 2 experimental design manipulated message frame and the normative context and measured the level of identification with the ingroup (university students) to examine intentions to engage in sun protective behaviour within the next fortnight and within the next month. To manipulate levels of ingroup normative support, participants studied bar graphs and testimonial statements showing ostensible information on the percentage of recreational sportswomen engaging in sun-protective behaviours in comparison to non-sporting women. To manipulate the message frame, messages were presented in either a gain or loss frame format. Regression analyses revealed significant effects for prior attitudes towards engaging in sun-protective behaviour in the next fortnight and also in the next month. Contrary to expectations, no interactive effects involving norms were found in the prediction of intentions. The lack of significant results were attributed to the unsuitability of the sample population (university students) in relation to sun-protective behaviours. To test third person perceptions, two measures of perceptions of influence were assessed. The first measure assessed perceptions of how much the target groups would be affected by the sun-protective advertisement and the second assessed perceptions of how much target groups would engage in regular sun-protective behaviour after reading the sun-protective advertisement. Results of the repeated measures mixed ANOVAS revealed reversed third person perceptions between self and other when participants were exposed to a supportive ingroup norms and a Sun-protective attitudes and behaviours vi classic third person effect when participants were exposed to a non-supportive ingroup norm. Similar patterns of results were found for perceptions between ingroup and outgroup members. It was concluded from study one that the manipulations due to ingroup norms may not have been effective for a sample of participants whose personal relevance for sun-protective behaviour was not strong. In study 2, sun protective attitudes, intentions and behaviour at a 2-week follow-up were investigated in an experimental study using a population more likely to engage in decision-making in relation to the target behaviour; Caucasian sportswomen between the ages of 17 and 35 years (N = 101). The 2 x 2 experimental design manipulated the normative context and image norms and measured the level of identification with ingroup (young recreational sportswomen). Ingroup norms were manipulated in a similar manner to study 1. Image norms were manipulated through the inclusion of a colour photograph featuring a sportswoman whose skin tone had been manipulated via a computer imaging program (Photoshop 6.0) to appear either pale or tanned. Regression analyses revealed a significant 2-way interaction for ingroup norm x identification on intentions. When decomposed, the interaction showed that participants who identified strongly with their ingroup had stronger intentions to engage in sun-protective behaviour in the next fortnight when exposed to a supportive ingroup norm. The findings lend support to the impact of social influence on intentions to engage in sun-protective behaviours. A trend was also revealed for the 2-way interaction for group norms x image norms on attitudes towards engaging in sun-protective behaviour in the next fortnight. The trend suggested that participants exposed to a pale image norm had more positive attitudes towards engaging in sun-protective behaviour when exposed to a supportive group norm in comparison to those exposed to a non-supportive group norm. Sun-protective attitudes and behaviours vii Thus, study 2 provided support for the interactive effects of ingroup norms and identification on intentions to engage in sun-protective behaviours suggesting that group norms, conceptualised from a SIT/SCT perspective, may be important in the sun-protective decision-making process. Study 2 also provided some support for the interactive effects of ingroup norm and image norms on attitudes towards engaging in sun-protective behaviours, highlighting the importance of investigating the effects of social influence factors in young sportswomen's sun-protective decision making processes. In study 3, participants were Caucasian women between the ages of 17 and 35 years (N = 123) who were visitors to beaches on the Sunshine Coast, Queensland, Australia. A model based on the theory of planned behaviour (Ajzen, 1991) was developed incorporating additional normative factors (i.e., image norms, group norms and personal norms). The revised TPB model was then compared to two models previously tested in the context of health behaviours. The first comparative model was based on Jackson and Aiken's (2000) psychosocial model of sunprotection and, the second model was based on Gibbons, Gerrard, Blanton and Russell's (1998) prototype/willingness model. The models were examined using the EQS structural equation modelling program which revealed that the TPB-based model provided the most parsimonious fit to the data. The results support the inclusion of different sources of social influence (i.e., group norms and personal norms) in a TPB-based predictive model for sun-protective intentions and behaviours. Results revealed it is important to consider the impact of group norms, from a SIT/SCT perspective, on young women's sun-protective decision-making processes. Results also showed that it is important to consider the impact of young women's personal norms (i.e., internal moral rules and expectations about their own Sun-protective attitudes and behaviours viii behaviour) in the sun-protective decision-making process. Overall, the findings of the program of research suggested that it was specific referent norms that were important in the sun-protective decision-making process rather than more broad and general societal norms. Overall, the program of studies established the important role of social influence factors in young women's sun-protective decision making processes. The program of studies highlighted important theoretical and practical contributions that can aid in the development and implementation of more effective sun-protection messages to motivate young women to engage in sun-protective behaviours. The current program of research adds to the field of research by providing a comparison of the impact of various sources of social influence on attitudes and intentions to engage in sun-protective behaviour. The current research also empirically elucidates the core dimensions, mechanisms and relationships underlying the formation of sunprotective attitudes, intentions and behaviours.

This study examines into how tourists in Sweden engage in sustainable tourism by analysing the impact of personal norms and environmental knowledge on their purchasing decisions, with an emphasis on eco-friendly options for accommodation. The goal of the study is to ascertain how much sustainable tourism practices are considered by visitors in Sweden when making vacation choices. To do this, a survey was given to visitors (both domestic and international) to Sweden, and statistical analysis was done on the data gathered. The study's conclusions show a strong relationship between individual norms, environmental knowledge, and environmentally conscious purchasing practices among Swedish travelers. This shows that more environmentally conscious travelers are more likely to choose sustainable travel options, especially when it comes to choosing eco-friendly lodging. Policymakers, stakeholders in the tourist sector, and marketers wanting to promote sustainable tourism practices in Sweden can all benefit from the knowledge provided by these insights. The development of tailored measures to promote eco-conscious tourism behaviors among visitors to this Scandinavian destination can be aided by an understanding of the interaction between personal norms and environmental awareness.

As environmental quality strongly depends on human behaviour patterns, more attentions have been paid to understand and promote pro-environmental behaviour in the tourism sector with sustainable development. This thesis focuses on online Eco-label accommodation booking as a tourist pro-environmental behavior to study the effects of environmental self-identity and personal norms on prospective tourists’ pro-environmental behaviour. Based on a literature review on the contribution and potential of environmental social psychology for understanding and promoting pro-environmental behaviour, a conceptual framework was proposed, comprising: environmental self-identity, general personal norm and specific personal norm, and online Eco-label accommodation booking, which proposed 7 hypotheses. These hypotheses were tested by a quantitative online questionnaire to collect data and data analysis using a correlationand regression design. The results indicated that all the environmental self-identity and personal norms were positively related to online Eco-label accommodation booking. The findings demonstrated how environmental self-identity affected the intention of online Eco-label accommodation booking via a moral route and the likelihood of achieving this assumed model, which suggested that strengthening environmental self-identity could be an effective way to promotepro-environmental actions. The importance and potential ofenvironmental social psychology for understanding and promotingpro-environmental behaviour in the tourism sector have been discussed.

Purpose – The purpose of this study is to analyze the relationship between personal norms and pro environmental intentions of youth travelers in Sweden including the intention to involve in sustainable purchasing behaviors while travelling (IISPB), intention to involve in recycling activities while travelling (IIRA) and intention to preserve natural and local resources while travelling (IPNLR). Also the study aims to test the moderating impact that the environmental awareness and ascribed responsibility have on the relationship between personal norms and pro environmental intentions considered. Design/Methodology/Approach- The study distributed an online questionnaire among university students in Sweden employing non probability sampling methods of volunteering sampling and snowball sampling methods. Answers of 293 completed questionnaires were subjected to the analysis, employing structural equation modelling, muli group structural equation modelling. Findings – The results indicated positive and substantial relationships between personal norms and each pro environmental intention considered in the study (IISPB, IIRA & IPNLR). Both environmental awareness and ascribed responsibility could not be tested for its moderating influence on the relationship between personal norms and each pro environmental intention due to the existence of metric variance in the measurements. Practical Contribution –Considering the highly influential impact of personal norms on pro environmental intentions, the study proposes the destination marketing organizations across Sweden to address the moral obligations of young travellers to ensure environmentally friendly behaviors within their destinations. The study proposes to do this via implementing advertising and awareness campaigns, devised to activate the personal norms of young tourists. Value/Originality- This study contributes to the existing gap in tourism literature regarding the application of Norm Activation Model as a moderator model in pro environmental intentions of young travellers in Sweden.