Cognitive-attitudinal and identity-based mechanisms in ecotourism: predicting environmentally responsible behavior

Purpose This study investigates the dual mechanisms – cognitive-attitudinal and identity-based – that shape tourists’ environmentally responsible behavior (ERB) in eco-destinations. Specifically, it examines (1) the direct effects of emotional solidarity (ES), sustainable intelligence (SI), green psychological climate (GPC), environmental attitudes (EA) and environmental self-identity (ESI) on ERB and (2) the direct effects of SI and GPC on EA and ESI. It further assesses the mediating roles of EA and ESI in the relationships between SI, GPC and ERB. Design/methodology/approach This study employs a cross-sectional survey design, drawing on data from 471 domestic tourists in rural Iran. Partial least squares structural equation modeling (PLS-SEM) evaluates direct and indirect effects, while fuzzy-set qualitative comparative analysis (fsQCA) identifies configurational pathways to high and low ERB. Findings Results indicate that SI indirectly influences ERB through both EA and ESI, validating the proposed dual pathways. Destination GPC strengthens these mediating effects. Moreover, fsQCA reveals multiple configurational pathways (equifinality), demonstrating that diverse combinations of cognitive and identity-based factors can yield high ERB. Research limitations/implications This study advances theory by integrating the theory of planned behavior and social identity theory in ecotourism contexts. It provides empirical support for a multi-layered model of sustainable behavior, emphasizing the mediating roles of EA and ESI and the importance of context-specific factors, such as GPC, in shaping tourist behavior. Practical implications For destination managers and policymakers, the findings recommend a dual-strategy approach that pairs educational initiatives to enhance SI with community-based programs to foster ES and ESI. Investments in visible environmental infrastructure and transparent communication of green initiatives are also advised to reinforce tourists’ EA and ERB. Originality/value This study is among the first to integrate cognitive-attitudinal and identity-based perspectives within a unified model of ERB in nature-based tourism. Its innovative application of fsQCA to uncover multiple causal pathways, combined with the inclusion of GPC, yields a robust and multifaceted framework for academic inquiry and practical interventions in sustainable tourism.