How age and social norms shape tourists’ environmentally responsible behavior in forest parks: examination of value types and their variability

Purpose Human values variability, despite its vital role in explaining tourists’ environmentally responsible behavior (ERB), is mostly overlooked in previous studies, especially regarding age differences and the social norm (SN) moderating effect. Therefore, the purpose of this study was to address how values differ among generations in predicting tourists’ ERB and whether SN acts as a moderator variable in the relationships between all types of values and ERB, depending on age differences. Design/methodology/approach The multi-group analysis (MGA) alongside PROCESS analysis was used to test hypotheses and the proposed model. Findings The findings revealed that not only do value types affecting ERB differ across age groups but also how they influence behavior varies. Moreover, the findings indicated that SN does not moderate the relationship between value types and behavior in older adult tourists; they positively and significantly moderate the impact of conservation values on behavior in younger individuals. Originality/value We have shown how certain value types may have a greater influence on ERB at different stages of life and how identifying these value types for each age period can contribute to better planning for sustainable tourism destinations, including forest parks.