“It Is the Time to Be Responsible Toward Environment”: The Role of Pandemic Risk Perception and Social Influence

ABSTRACT Guided by the Stimulus‐Organism‐Response model, this study aims to investigate the effect of news media exposure, availability of information, risk perception, environmental responsibility (ER), and social influence on tourists' pro‐environmental travel behavior intention (PETBI). The cross‐ectional method was used to collect data from 300 respondents. PLS‐SEM was used to analyze the hypothetical model. The results found a significant effect of news media exposure and availability of information on risk perception. This study confirmed the moderating role of social influence between risk perception and PETBI. In addition, ER is established as a significant mediator between risk perception and PETBI. These results shed light on how the mechanism of information on pandemic influences PETBI and provide practical implications for managers, practitioners, and policymakers.