Exploring the pathways to tourists’ pro-environmental behavior at Vietnamese tourism destinations

The sustainable growth of tourism depends on travelers’ Pro-Environmental Behavior (PEB). This study investigates the nexus between Perceived Severity (PS), Perceived Vulnerability (PV), altruism (AL), and PEB, examining the mediating role of Environmental Attitude (EA), and the moderating effect of Personal Norms (PN). Based on Norm Activation Model (NAM) and Protection Motivation Theory (PMT), the research employs a questionnaire survey, collecting data from 306 tourists who visited Vietnam locations chosen through a convenience approach. Structural Equation Modeling (SEM) found a significant association between PS, PV, and PEB. EA mediates the interplay between PS, PV, and PEB. According to the findings, EA has no substantial mediating role in the relationship between AL and PEB. Also, PN plays a positive moderator in the PV-PEB relationship. This is the first study focusing on Vietnamese tourists and the variables influencing their PEB. These insights offer valuable theoretical contributions to understanding tourists’ PEB. Tourism agencies should make visitors’ PS, PV, PN, and EA more prominent to enhance PEB.