From social norms to pro-environmental behavior: The role of destination social responsibility for families traveling with children

Sustainable business practices are vital for tourist destinations because they help tackle social and environmental challenges while addressing profit-oriented concerns. The purpose of this study was to explore pro-environmental behaviors in families. The values-identity-personal norm model was combined with the concept of destination social responsibility via normative influences. Partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were applied in a mixed-methods approach. The findings confirm the values-identity-personal norm model's normative path to family pro-environmental behavior. The research contributes to theory and practice by introducing two new destination social responsibility perspectives: descriptive and injunctive. Based on social media normative influences on family endorsement of destination social responsibility messages, the analysis showed a significant direct effect of descriptive destination social responsibility and injunctive destination social responsibility on family personal norms. However, the mediating effect of family personal norms on family pro-environmental behavior was significant only for descriptive destination social responsibility. Perceived destination social responsibility activities during family vacations had a nonsignificant effect on family personal norms and family pro-environmental behavior. The fsQCA highlights multiple scenarios leading to family pro-environmental behavior. The findings are valuable for helping destination management organizations (DMOs) develop social marketing strategies for family ecotourism. • Exploration of family pro-environmental behaviors using a multi-theory model. • Integration of values-identity-personal norms and destination social responsibility. • A perspective on destination social responsibility that advances theory and practice. • Findings to help DMOs develop social marketing strategies for family tourism.