Navigating pro-environmental behavior among tourists: The role of value-belief-norm theory, personality traits, and commitment

Abstract

Utilizing the Value-Belief-Norm (VBN) theory and Environmental Commitment Theory (ECT) as foundational frameworks, the research introduces and tests the Personality-VBN-Commitment (PVC) model. Results indicate that individuals with a robust personal norm for sustainability are more inclined to engage in pro-environmental behaviors while traveling. Additionally, the study underscores the role of personality traits, including extraversion, agreeableness, conscientiousness, and openness, in influencing pro-environmental travel choices and recognizing personal advantages from such behaviors. This research enriches the understanding of drivers behind tourists' pro-environmental behavior and offers insights for advancing sustainable tourism. Finally, the theoretical and managerial implications are discussed.