When Worry Works: Eco-Anxiety as a Catalyst for Consumers’ Pro-Environmental Behavior

This research examines the influence of eco-anxiety on pro-environmental behavioral intention in an emerging sustainable tourism market. Drawing on the Affect-Cognition-Behavior (ACB) framework, it further investigates the mediating role of ascription of responsibility and the moderating effect of ethical mindset. Data from 385 respondents were collected through an online survey and analyzed using Structural Equation Modeling. The findings reveal that eco-anxiety positively influences pro-environmental behavioral intention both directly and indirectly through ascription of responsibility. Moreover, an ethical mindset amplifies the indirect effect of eco-anxiety on pro-environmental behavioral intention through ascription of responsibility, suggesting that individuals with a stronger ethical mindset are more likely to transform environmental concern into personal responsibility and action. This research contributes to value-behavior literature by clarifying the psychological mechanism linking eco-anxiety and pro-environmental behavior and offers practical implications for tourism operators and policymakers promoting sustainability.