Impact of Tourist’s Environmental Awareness on Pro-Environmental Behavior with the Mediating Effect of Tourist’s Environmental Concern and Moderating Effect of Tourist’s Environmental Attachment

Shahrukh Aman, Nadir Munir Hassan, Mohammad Nisar Khattak, Mohamed A. Moustafa, Mahendra Fakhri and Zeeshan Ahmad
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Shahrukh Aman: Department of Business Administration, Multan Campus, Air University, Multan 60600, Pakistan
Nadir Munir Hassan: Department of Business Administration, Multan Campus, Air University, Multan 60600, Pakistan
Mohammad Nisar Khattak: Department of Management, College of Business Administration, Ajman University, Ajman 346, United Arab Emirates
Mohamed A. Moustafa: Department of Management, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Mahendra Fakhri: Department of Business Administration, Faculty of Communication and Business, Telkom University, Bandung 40257, Indonesia
Zeeshan Ahmad: Department of Business Administration, Multan Campus, Air University, Multan 60600, Pakistan

Sustainability, 2021, vol. 13, issue 23, 1-15

Abstract: Pakistan has been blessed with rich tourism potential because of its rich history, culture, biological and geographical diversity. Travelers have for quite some time been attracted to Pakistan to encounter a nation that flaunts rugged natural beauty, cultural richness, and unparalleled hospitality. Pakistan has various tourist destinations in the northern areas of Pakistan. Kumrat Valley has become a tourist hotspot in recent times after the prime minister of Pakistan, Mr. Imran Khan, visited the valley. To reduce the negative effects on these tourist destinations due to the accelerating increase in tourists, the present study used a quantitative approach to uncover whether there is an environmental awareness–behavior gap among the tourists, with their level of environmental awareness outweighing pro-environmental behavior. Using a sample of 426 tourists who have visited the valley, the analysis of the results indicates that the pro-environmental behavior is positively and significantly affected by the components, environmental awareness, environmental concern, and environmental attachment. Environmental attachment is added as a moderator between environmental awareness and pro-environmental behavior. This study suggests that environmental awareness must be promoted among tourists to ensure that they exhibit pro-environmental behavior.

Keywords: environmental awareness; environmental concern; pro-environmental behavior; environmental attachment; Pakistan tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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