Green climate in ecotourism communities: development and validation of a multi-dimensional scale

Purpose This study aims to clarify the construct of green climate in ecotourism communities (GCEC) by developing and validating a multi-dimensional measurement scale. It addresses a gap in understanding how green climate operates in community settings by conceptualizing GCEC and examining its role as a situational moderator between individuals’ connectedness with nature and their environmentally responsible behaviours (ERBs). Design/methodology/approach A mixed-methods approach was adopted for scale development and validation. Qualitative research generated an initial item pool, followed by surveys of residents in three ecotourism communities to refine and test the scale. Exploratory (N = 218) and confirmatory (N = 378) factor analyses supported a four-dimensional, 21-item GCEC scale. Structural equation modelling demonstrated the scale’s nomological validity. Findings Findings indicate that GCEC is a four-dimensional construct capturing a community’s environmental atmosphere. Unlike an organizational green climate, a GCEC is more diverse in its composition, including green environmental aesthetics, community environmental order, personal green practice and community green identity. The GCEC positively influences residents’ ERBs and moderates the effect of residents’ connectedness with nature on their ERBs. Practical implications This study provides insights for tourism community managers on how to subtly promote residents’ ERBs and create green communities. It emphasizes the necessity of combining top-down and bottom-up approaches, gradually building a GCEC from the external environment and practices to internal awareness levels. Originality/value This study pioneers the measurement of green climate at the community level in tourism, presenting the first validated GCEC scale and expanding the concept beyond organizations.