Exploring the pathways to tourists’ pro-environmental behavior at Vietnamese tourism destinations

Hien Thi Thu Pham; Son Bao Doan

doi:10.46223/HCMCOUJS.econ.en.15.6.3817.2025

15(6)2025

Exploring the pathways to tourists’ pro-environmental behavior at Vietnamese tourism destinations

Author - Affiliation:

Hien Thi Thu Pham - Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam

Son Bao Doan - Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam

Corresponding author: Son Bao Doan - son.db@ou.edu.vn

DOI:10.46223/HCMCOUJS.econ.en.15.6.3817.2025

Submitted: 25-10-2024
Accepted: 19-01-2025
Published: 22-05-2025

Abstract

The sustainable growth of tourism depends on travelers’ Pro-Environmental Behavior (PEB). This study investigates the nexus between Perceived Severity (PS), Perceived Vulnerability (PV), altruism (AL), and PEB, examining the mediating role of Environmental Attitude (EA), and the moderating effect of Personal Norms (PN). Based on Norm Activation Model (NAM) and Protection Motivation Theory (PMT), the research employs a questionnaire survey, collecting data from 306 tourists who visited Vietnam locations chosen through a convenience approach. Structural Equation Modeling (SEM) found a significant association between PS, PV, and PEB. EA mediates the interplay between PS, PV, and PEB. According to the findings, EA has no substantial mediating role in the relationship between AL and PEB. Also, PN plays a positive moderator in the PV-PEB relationship. This is the first study focusing on Vietnamese tourists and the variables influencing their PEB. These insights offer valuable theoretical contributions to understanding tourists’ PEB. Tourism agencies should make visitors’ PS, PV, PN, and EA more prominent to enhance PEB.

JEL codes

M11; M31; M37

Keywords

environmental attitude; personal norm; pro-environmental behavior; tourist; Vietnam

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.15.6.3817.2025