Explaining Tourists’ Pro-Environmental Behavior with an Emphasis on the Mediating Role of Environmental Attitude

Sharifpour, Hossein; Salehi, Sadegh; Moradi Asl, Amir; Hosseini Khah, Seyyedeh Hasti

doi:10.22054/tms.2026.95462.3264

Explaining Tourists’ Pro-Environmental Behavior with an Emphasis on the Mediating Role of Environmental Attitude

Articles in Press

Document Type : Research Paper

Authors

Hossein Sharifpour ¹

Sadegh Salehi ²

Amir Moradi Asl ³

Seyyedeh Hasti Hosseini khah ³

¹ Department of Law Enforcement Management, Faculty of Command and Staff, Amin University of Law Enforcement Sciences, Tehran, Iran.

² Department of Development Sociology, Faculty of Humanities and Social Sciences, University of Mazandaran. Babolsar, Iran

³ Department of Development Sociology, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran.

https://doi.org/10.22054/tms.2026.95462.3264

Abstract

This study aimed to explain pro-environmental behavior among tourists visiting Gilan and Mazandaran through cognitive constructs (environmental awareness and environmental knowledge), commitment, and the new ecological paradigm, with environmental attitude as mediator. Based on a priori power analysis, 501 tourists were selected through quota–convenience sampling at high-traffic destinations; data were analyzed using structural equation modeling. Findings indicated positive, significant relationships of the new ecological paradigm, environmental commitment, and environmental knowledge with environmental attitude, which appeared to be a strong driver of pro-environmental behavior. Attitude’s mediating role was supported; however, environmental awareness’s relationship with attitude and indirect effect on pro-environmental behavior lacked empirical support. Theoretically, superficial awareness alone may not drive behavior; moral commitment and practical knowledge appear pivotal. Practically, waste-management infrastructure and experience-based interpretive education are suggested instead of warning-based publicity.

Keywords

Environmental attitude

pro-environmental behavior

sustainable destination management

tourism in northern destinations

Subjects