The moderating role of environmental communication in the relationship of factors influencing tourists’ pro-environmental behavior

Abstract This study is a novel research integrating relevant theories of subjective well-being, reciprocal altruism, and Social Cognitive Theory to provide a comprehensive description of the influences of psychological well-being, social well-being, Indirect reciprocal altruism, and pro-environmental behavior in the context of tourism. A survey was conducted based on a sample of 529 domestic and international tourists who participated in and conducted eco-friendly tourism activities at green tourism destinations in Vietnam. Selecting individuals with sufficient experience to answer the questionnaire was necessary to measure the actual impact, not the intention. The collected data were cleaned and analyzed using SmartPLS software to assess the model fit, reliability, and structural equation modeling (SEM) to test the relationships of the research model. The results indicate that all research hypotheses are supported at a significance level of p < 0.05 (95% confidence). The study’s core contribution lies in elucidating the functional distinction between psychological well-being (an intrinsic driver) and social well-being (a normative driver), while confirming that Environmental communication plays a crucial moderating role in translating intrinsic well-being into specific pro-environmental actions. These findings offer significant managerial implications for destination managers regarding the design of communication messages and the optimization of sustainable tourism experiences.