Tourist environmental attitude and behaviour: Antecedents, moderators, and outcomes

Abstract

This article reports the findings of a study, conducted among 234 tourists in Cyprus, aiming to identify the drivers and outcomes of an eco‐friendly attitude and behavior. Using structural equation modeling, we confirmed that the deontological status, law obedience, and political action of tourists positively influence the adoption of an environmentally friendly attitude. In turn, this was revealed to be conducive to an eco‐friendly behavior, which ultimately enhances tourist satisfaction. Certain socio‐demographic characteristics of tourists, namely gender, age, education, and income, had a moderating effect on the link between deontological status, law obedience, and political action on the one hand and eco‐friendly attitude on the other. Tourist nationality was also found to have a control effect on tourist eco‐friendly behavior.