Future Time Perspective, Eco‐Destination Image, Environmental Concern, Ecotourism Behavioral Intention in Vietnamese Ecotourists: The Moderating Role of Environmental Knowledge

ABSTRACT This study employs the Theory of Planned Behavior (TPB) to examine the associations between future time perspective (FTP), eco‐destination image, environmental concern, and ecotourism behavioral intention while investigating the moderating effect of environmental knowledge. The topic's importance is underscored by the growing global focus on sustainable tourism practices and the need to address environmental perception in ecotourism. Despite existing research, gaps remain in understanding the specific drivers of ecotourism intentions among Vietnamese ecotourists, particularly about environmental knowledge. Data were gathered from 619 experienced Vietnamese eco‐tourists through social media platforms such as Facebook and Zalo. Results indicate that eco‐destination image, FTP, and environmental concern significantly influence ecotourism behavioral intention, confirming TPB's applicability in this context. Additionally, environmental knowledge was found to play a vital moderating role. These findings provide valuable insights for ecotourism marketers and policy developers, emphasizing the need to enhance environmental knowledge to promote more sustainable ecotourism practices.