Moral and Non‐Moral Drivers of Tourists' Pro‐Environmental Behaviour Toward Captive Wildlife

ABSTRACT Animals are frequently overexploited in ecotourism, reflecting tension between economic gain and animal welfare. Research has largely centered on tourists' pro‐environmental behaviour, with limited attention to its impact on wildlife. This study addresses that gap by applying the norm activation model and the theory of interpersonal behaviour, incorporating interpretation as an added variable to explain human‐animal interactions. A quantitative survey was conducted using purposive online sampling, yielding 520 responses from tourists who had interacted with animals at travel destinations. Data were analysed using SPSS and Smart PLS. Results indicate that ecotourism behaviour affects wildlife survival and, when properly managed, can mitigate stress, suffering and environmental harm. Interpretation was found to be a significant influence, connecting knowledge and values to behavioural intention through norms, habits and attitudes. By integrating moral and non‐moral drivers, the study refines behavioural models and provides theoretical and practical insights for promoting wildlife‐sensitive practices in ecotourism.