Sustainability Certification and Tourist Behavior: The Role of Trust in Certification Bodies and Destination Social Responsibility

ABSTRACT Tourism is under growing pressure to adopt sustainable practices due to the negative impacts of mass tourism on destinations. Sustainability certification schemes (SCS) have emerged as voluntary governance tools that signal responsible practices and reduce information asymmetry. However, despite their increasing relevance, little is known about how tourists' trust in certification bodies is formed and how this trust influences their preferences for certified destinations. Addressing this gap, this study examines the antecedents and consequences of trust in certification bodies, focusing on familiarity with certification schemes and recognition of certifying organizations as key drivers of trust. It also explores the role of perceived certified destination social responsibility (DSR) and responsible tourist behavior in shaping destination preference. Drawing on signaling theory and cognitive consistency theories, we tested a structural model using survey data from two samples of tourists in the United States ( n = 1000) and Spain ( n = 507). Results indicate that recognition of certification bodies significantly enhances trust, which positively influences perceptions of certified DSR and preference for certified destinations. Additionally, responsible tourist behavior strengthens both trust and preference. Cross‐cultural analysis reveals similar patterns across countries, underscoring the global relevance of these relationships. These findings contribute to the literature on sustainable tourism and consumer behavior and offer practical guidance for destinations and certification bodies to build trust and promote responsible travel worldwide.