Pro-environmental Behaviour of Tourists in Uzbekistan: Application of Protection Motivation Theory

2.2.4 Rewards

Rewards represent all perceived benefits connected to current behavior or practice, which can be divided into intrinsic (inherent to self) and existing (external) benefits. Perceived reward refers to numbers of intrinsic and extrinsic rewards such as example of pleasure and positive psychological satisfaction for intrinsic and social approval for extrinsic, which could modify the probability of maladaptive responses (MacDonell et al., 2013). The research results showed that perceived rewards from adhering to environmentally unfriendly practices will inhibit adaptive behavior (MacDonell et al., 2013), while higher perceived reward of safe practice such as using REs would inhibit maladaptive behavior and motivate the person for adaptive responses.

2.2.5 Coping Appraisal

The second cognitive process comprises coping appraisal. At this stage, the key question is: Will my action help avoid or decrease the threat? Coping appraisal consists of three elements: perceived self-efficacy, perceived response efficacy and perceived costs of protective action. Coping appraisal focuses on the factors that raise or reduce the likelihood of an adaptive response, referring to perceived efficacy and perceived costs. Furthermore, the coping appraisal is related to how a person appraises his/her own ability in responding to the perceived threat, thereby avoiding the threatened danger (MacDonell et al., 2013).

2.2.6 Self-Efficacy

Self-efficacy i defined as the degree to which people believe they are able to effectively perform pro-environmental activities. Self-efficacy reflects whether one believes that one is able to perform protective measures or actions (Zhao et al., 2016). Self-efficacy is the individual’s self-system. It helps the individual to monitor and gauge his/her personal standard; it also helps the individual to evaluate different aspects of his/her behaviour and reaction according to post-performance behaviours (Shafiei & Hamideh Maleksaedi, 2020). Individuals with high self-efficacy believe that they have the capability to act towards the desired goal while individuals with low self-efficacy will not pursue the desired goal because they perceive the task to be beyond their capability. Self-efficacy is also dynamic and evolves in response to experience. For example, individuals engage in positive self-attributions following perceived successes.