Empowering transformational travel: exploring the role of moral self-identity and perceived consumer effectiveness in community-centric tourism in China

Purpose This study aims to explore the role of ecological conscious consumer behavior (ECCB) and moral self-identity (MSI) in promoting tourist empowerment and self-transformation within community-centric tourism in China. It also examines how these factors influence sustainable behaviors, with perceived consumer effectiveness (PCE) as a moderating variable. Design/methodology/approach Data were collected from 687 tourists and analyzed using structural squation modeling (SEM) via Smart-PLS. The analysis assessed direct and indirect effects of the variables and the moderating role of PCE. Findings ECCB and MSI significantly enhance tourist empowerment and self-transformation, which subsequently increase green conspicuous behavior (GCB) and green purchase intention (GPI). PCE strengthens these relationships, indicating that the higher the tourists’ belief in their consumer impact, the more they engage in sustainable behaviors. However, ECCB did not show a direct effect on GPI, and the indirect effect of MSI on GCB through empowerment was not significant. Practical implications Tour operators should strive to go beyond theoretical models and adopt concrete, practicable measures. These can encompass offering on-site ecological workshops, offering instantaneous assessments of environmental impact (such as CO2 savings per activity), empowering guides to nudge travelers to engage in ethical reflection on experiences, partnering with local populations regarding sustainable artisanal initiatives, and integrating reusable or no-waste provisions along the whole visitor lifecycle. Originality/value This research is the first to integrate moral self-identity and ecological consumer behavior in the context of community-centric tourism. It provides novel insights into how personal values and perceived impact drive sustainable tourist behaviors.