Abstract:
Measuring pro-environmental beliefs is vital for knowledge development and decision-making to improve sustainable tourist behaviour. The primary empirical measure of pro-environmental beliefs is the New Environmental Paradigm. The current use of the New Environmental Paradigm is imperfect: (1) the 15-item version lengthens questionnaires, potentially reducing response rates and reducing data quality; (2) using varying subsets of items to reduce respondent burden undermines measurement validity and comparability across studies. We assess all possible 5-item combinations of the 15-item version (one per facet) to produce the NEP-5, a 5-item measure with high test-retest reliability (0.887 compared to 0.904 for the 15-item version), high convergent validity with the 15-item version (0.960 within-waves, 0.869 across), and equally good predictive validity as the 15-item version.
