Influencing factors and mechanism of tourists’ pro-environmental behavior – Empirical analysis of the CAC-MOA integration model

• DOI: 10.3389/fpsyg.2022.1060404
• Publication Date: 2022-11-28T04:45:01Z
• Authors: Haiyan Tang; Yong Ma; Jie Ren
• Keywords: environmental commitment; 0502 economics and business; 05 social sciences; 11. Sustainability; Psychology; tourists’ pro-environmental behavior; environmental self-identity; 16. Peace & justice; the cognitive-affective-conative theory; the motivation-opportunity-ability theory; BF1-990; 12. Responsible consumption

Tourism has been perceived as an environmentally friendly industry for a long term, but the negative impact of tourist irresponsible behavior on environment cannot be ignored. Tourists' pro-environmental is crucial to destination's sustainable development. Taking stimulus-organism-response theory framework, this study explores factors and mechanisms influencing tourists' behaviors by integrating cognitive-affective-conative (CAC) motivation-opportunity-ability (MOA) theory. Through PLS-SEM analysis with 548 questionnaires, driving mechanism was deeply explored. The results indicate that environmental knowledge, participation motivation, opportunity have significant positive effects behavior, role ability not confirmed. Tourists self-identity commitment, these affections actively promote behavior. Except ability, other three factors, respectively, influence through mediating commitment. Given limited literature CAC MOA theories within research findings provide new perspectives future research. This enriches also provides practical guidance promoting