Examining the role of Islamic environmental values in pro-environmental behavior among Muslim tourists: extended the norm activation model

Purpose This study aims to determine the factors that affect the pro-environmental behavior (PEB) intention of Muslim tourists in halal tourism destinations by testing the norm activation model (NAM) and extending it with Islamic environmental values (IEVs) and subjective norms (SNs). Design/methodology/approach This study used a quantitative research design and a survey technique. The total sample consisted of 174 Indonesian Muslim tourists. The data were analyzed using Partial Least Squares-Structural Equation Modeling. Findings This study shows that NAM, IEVs and SNs play a significant role in influencing Muslim tourists’ intentions to engage in PEB in halal tourism destinations. A valuable insight is that all exogenous variables determined 73.6% of PEB. These findings suggest that value-based marketing significantly influences Muslim tourist behavior. Research limitations/implications The first limitation of this study is that data were collected only from Indonesian Muslim tourists. Future studies could consider surveying a broader range of populations, including Muslims in non-Muslim countries. Then, it is necessary to use other theories, such as value-belief-norm or value-identity-personal norms, to test the role of IEVs in a model. Practical implications Destination management organizations and the government can use IEVs to influence the intention of Muslim tourists to engage in PEB while traveling. Originality/value To the best of the authors’ knowledge, this study is the first to test the PEB of Muslim tourists using IEVs and integrate it into the NAM theory.