Theory of sustainable consumption behavior (TSCB) to predict renewable energy consumption behavior: A case of eco-tourism visitors of Bangladesh

Purpose The purpose of this study is to exploring the factors influencing renewable energy consumption intentions and behaviors among eco-tourism visitors in Bangladesh, developing theory of sustainable consumption behaviors (TSCB).Design/methodology/approach Based on review of previous empirical studies and other literatures, and collection of 399 usable responses, the study is conducted through partial least squares structural equation modeling (PLS-SEM) by using Smart PLS3.3.3.Findings The study results divulge that renewable energy consumption intentions significantly influence renewable energy consumption behavior; and the carbon mitigation norms and energy saving norms significantly impact on renewable energy consumption intentions among eco-tourists in Bangladesh.Practical implications The findings imply that availability of renewable energy consumption options may attract tourists towards eco-tourism in Bangladesh.Originality/value This study is one of the first attempts to developing the theory of sustainable consumption, exploring the integrated impacts of carbon mitigation norms, energy saving norms and renewable energy consumption intentions on eco-tourists' renewable energy consumption behaviors in Bangladesh.