Home and away: cross-contextual consistency in tourists’ pro-environmental behavior

Feifei Xu, Lei Huang, Lorraine Whitmarsh

Research output: Contribution to journalArticlepeer-review

92 Citations (SciVal)


Domestic and tourism pro-environment behaviors (PEBs) are often found to be related. While pro-environmental behavior in the domestic context is well-studied, virtually no research has examined consistency in PEBs across domestic and tourism contexts. Here, we examined potential consistency and spillover effects between PEBs in domestic and tourism contexts using at 717-participant questionnaire study dataset, analyzed using Partial Least Squares Structural Equation modeling (PLS-SEM). We also considered potential mediators and moderators of these relationships. The results show significant positive relationships between domestic PEBs and tourism PEBs, with environmental attachment and pro-environmental identity positively related, and moral licensing beliefs negatively related, to consistency between PEBs in both contexts. Pro-environmental identity and moral licensing beliefs were found to partly mediate the association between PEBs in both contexts, whereas environmental attachment had a positive moderating effect. We discuss the implications of these results for strengthening positive relationships between domestic and tourism PEBs, and thus fostering cross-contextual spillover.

Original languageEnglish
Pages (from-to)1443-1459
Number of pages17
JournalJournal of Sustainable Tourism
Issue number10
Early online date31 Mar 2020
Publication statusPublished - 2 Oct 2020


  • consistency
  • Contextual spillover
  • environmental attachment
  • moral licensing beliefs
  • pro-environmental behavior
  • pro-environmental identity

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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