Unraveling the mediating role of environmental attitude and the moderating role of altruism in the pro-environmental behavior of Vietnamese domestic tourists

Abstract

For tourism to grow sustainably, promoting Pro-Environmental Behavior (PEB) among tourists is crucial for the sustainable growth of tourism. This is the first study to focus on Vietnamese tourists and the variables that influence their PEB. An integrated structural model of PEB was developed by drawing on postulates from the Norm Activation Model (NAM) and Protection Motivation Theory (PMT). Data from 306 tourists who visited Vietnam locations were analyzed in our study. It was found through Structural Equation Modeling (SEM) that there is a significant direct association between Perceived Severity (PS), Perceived Vulnerability (PV), and PEB. The relationship between PS, PV, and PEB is mediated by Environmental Attitude (EA). Also, Altruism (AL) plays a significant moderating role in the EA and PEB relationship. This suggests that both EA and AL are key factors in shaping Vietnamese domestic tourists’ PEB. The findings, which include the correlations between the variables, provide credence to the theoretical framework that was suggested. To enhance PEB, tourism agencies should make visitors’ PS, PV, and AL more prominent.