Which factors influence individual pro-environmental behavior in the tourism context: rationality, affect, or morality?

ABSTRACT

Explaining the factors that influence individual pro-environmental behavior (PEB) in the tourism context may help to enhance sustainability. This study employs a meta-analysis to systematically compare the influence of rational, affective, and moral factors on individual PEB in the tourism context. According to the results, individual PEB in the tourism context is jointly influenced by rational, affective, and moral factors, among which the influence of affective factors plays a leading role. On this basis, this study further explores the moderating effects of related variables from the perspectives of rationality, affect, and morality, including personal characteristics and region characteristics.

KEYWORDS:

• Pro-environmental behavior
• sustainable tourism
• rationality
• affect
• morality
• meta-analysis

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research was supported by the National Natural Science Foundation of China [grant numbers 41671144; 32000753]; the Young Talent Fund of University Association for Science and Technology in Shaanxi [grant number 20200305]; the Fundamental Research Funds for the Central Universities [grant numbers 2017TS115; GK202003098]; the Philosophy and Social Science Foundation of Shaanxi Province [grant number 2017S038].