Enhancing Tourists’ Environmentally Responsible Behavior at Zero-Waste Destinations: The Moderating Role of Environmental Facilitating Conditions
DOI:
https://doi.org/10.29244/jcs.11.1.178-205Keywords:
environmental attitude, environmental facilitating condition, environmentally responsible behavior, environmental subjective norms, zero waste tourismAbstract
Background: Environmental damage caused by visitor waste has become a critical issue, especially at zero-waste tourist sites. Therefore, understanding tourists’ Environmentally Responsible Behavior (ERB) is essential.
Purpose: This study aimed to investigate the factors influencing ERB in zero-waste tourism.
Method: This quantitative study adopted the Value-Attitude-Behavior (VAB) theory to examine relationships among variables related to tourists’ ERB at zero-waste destinations. Data were purposively collected from 300 tourists of zero-waste destinations in Batu City, East Java. They were then analyzed using structural equation modelling (SEM) with SmartPLS.
Findings: The results indicate that environmental concern and environmental knowledge significantly shape tourists’ ERB, while place attachment does not. Both environmental attitude and environmental subjective norm strongly influence ERB. Moderation analysis reveals that the Environmental Facilitating Condition (EFC) significantly strengthens the relationship between environmental attitude and ERB, but not between subjective norm and ERB.
Conclusions: This research contributes by integrating VAB theory with EFC as a moderator in the context of zero-waste tourism. It demonstrates that positive environmental attitudes and adequate facilities could significantly build responsible tourist behavior. Meanwhile, emotional attachment to a certain place is less influential.
Research implication: These findings suggest that destination managers and policymakers simultaneously enhance environmental awareness and upgrade facilities or support systems. They should invest in both educational interventions and practical infrastructure to promote sustainable behavioral changes towards environmentally responsible tourism.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Akinjokun, A. A., Bin Mohd, M., Jusan, M., Shahminan, R., & R. (2018). Place attachment and determinants of living arrangement in the family house in Ibadan, Nigeria, Afr. Popul. Stud, 32(3), 4559–4573. https://doi.org/10.11564/32-3-1239
Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behaviour. Journal of Environmental Psychology, 27(1), 14–25. https://doi.org/10.1016/j.jenvp.2006.12.002
Bülbül, H. (2024). Understanding the influence of religion on pro-environmental behaviors: an investigation in Muslim families using the theory of planned behavior customized with a religiosity-based subjective norm. Journal of Environmental Planning and Management, 1–23. https://doi.org/10.1080/09640568.2024.2403772
Burchett, J. H. (2015). Environmental literacy and its implications for effec tive public policy formation. Baker Scholar Projects. http://trace.tennessee.edu/utk_bakerschol/27
Chen, Y. S., Lin, Y. H., & Wu, Y. J. (2020). How personality affects environmentally responsible behaviour through attitudes towards activities and environmental concern: evidence from a national park in Taiwan, Leisure Studies (pp. 1–18). https://doi.org/10.1080/02614367.2020.1778773
Cheng, J., Jiang, Y., & Sun, J. (2019). How to cultivate tourists’ environmentally responsible behavior: The role of destination image and satisfaction. Sustainability, 11(3), 629. https://doi.org/10.3390/su11030629
Cheng, T. M. W., & H.C. (2015). How do environmental knowledge, environmental sensitivity, and place attachment affect environmentally responsible be- haviour? An integrated approach for sustainable island tourism. Journal Of, m.23(4)557-576. https://doi.org/10.1080/09669582.2014.965177
Cheng, T. M., Wu, H. C., & Huang, L. M. (2014). The effect of place attachment on environmentally responsible behavior: The mediating role of destination loyalty. Journal of Sustainable Tourism, 22(7), 1073–1094. https://doi.org/10.1080/09669582.2014.912219
Cheung, L. T., Ma, A. T., Lam, T. W., Chow, A. S., Fok, L., & Cheang, C. C. (2020). Predictors of the environmentally responsible behaviour of participants: An empirical investigation of interpretative dolphin-watching tours. Global Ecology and Conservation, 23, 1153. https://doi.org/10.1016/j.gecco.2020.e01153
Chiu, Y., Lee, W. C., & T.H. (2013). Environmentally responsible behaviour in ecotourism: exploring the role of destination image and value perception. Asia Pacific Journal of Tourism Research, 19(8), 876–889. https://doi.org/10.1080/10941665.2013.818048
Cronan, T. P., & Al-Rafee, S. (2008). Factors that influence the intention to pirate software and media. Journal of Business Ethics, 78, 527–545. https://doi.org/10.1007/s10551-007-9366-8
Dlamini, S. G. T., Shiferaw, Y., & Mokhele, T. (2020). Determinants of environmental perceptions and attitudes in a socio-demographically diverse urban setup: the case of Gauteng province. South Africa, Sustainability, 12(9), 3613 1–15. https://doi.org/10.1016/j.sciaf.2021.e00772
Dolnicar, S., & Leisch, F. (2008). Selective marketing for environmentally sustainable tourism. Tourism Management, 29, 672–680. https://doi.org/10.1016/J.TOURMAN.2007.07.010
Fang, W. T., Lien, C. Y., Huang, Y. W., Han, G., Shyu, G. S., Chou, J. Y., & Ng, E. (2018). Environmental literacy on ecotourism: A study on stu dent knowledge, attitude, and behavioral intentions in China and Tai wan. Sustainability, 10(6), 1886–1907. https://doi.org/10.3390/SU10061886
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Go, Y. H., Yii, K. J., In., L. C. T., Ching, S. L., & Choong, C. K. (2020). Exploring the moderating effect of environmental facilitating conditions on environmentally responsible behaviour among tourists: Evidence from Perhentian Island, Malaysia. Business Strategy and Development, 5(2), 1–8. https://doi.org/10.1002/bsd2.142
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31, 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Han, J. H., Lee, M. J., & Hwang, Y. S. (2016). Tourists’ environmentally responsible behavior in response to climate change and tourist experiences in nature-based tourism. Sustainability, 8(7), 644. https://doi.org/10.3390/su8070644
Han, W., McCabe, S., Wang, Y., & Chong, A. Y. L. (2018). Evaluating user generated content in social media: An effective approach to encourage greater pro‐environmental behavior in tourism? Journal of Sustainable Tourism, 26(4), 600–614. https://doi.org/10.1080/09669582.2017.
Hansla, A., Gamble, A., Juliusson, A., & Gärling, T. (2008). The relationships between awareness of consequences, environmental concern, and value orientations. Journal of Environmental Psychology, 28(1), 1–9. https://doi.org/10.1016/j.jenvp.2007.08.004
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behaviour: a meta-analysis. The Journal of Environmental Education, 18, 1–8. https://doi.org/10.1080/00958964.1987.9943482
Ho, J. M., & Tan, K. L. (2021). The role of millennial tourists in promoting responsible tourism: A case in Singapore. Journal of Responsible Tourism Management, 1(1), 44–59. https://doi.org/10.47263/JRTM.01-01-04
Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value–attitude–behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638–646. https://doi.org/10.1037/0022-3514.54.4.638
Hosany, S., Buzova, D., & Sanz‐Blas, S. (2020). The Influence of Place Attachment, Ad-Evoked Positive Affect, and Motivation on Intention to Visit: Imagination Proclivity as a Moderator. Journal of Travel Research, 59, 477 – 495. https://doi.org/10.1177/0047287519830789
Kaiser, F. G., Byrka, K., & Hartig, T. (2010). Reviving Campbell’s paradigm for attitude research. Personality and Social Psychology Review, 14(4), 351–367. https://doi.org/10.1177/1088868310366452
Kement, Ü., Bükey, A., Başar, B., & Göral, M. (2021). Environmentally responsible behavior of tourists in cognitive, affect and attitude aspects: an integrated approach to sustainable tourism destination. Anais Brasileiros De Estudos Turísticos. https://doi.org/10.34019/2238-2925.2021.v11.32195
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239–260. https://doi.org/10.1080/13504620220145401.
Lee, T. H., Jan, F.-H., & Yang, C.-C. (2013). Conceptualizing and measuring environmentally responsible behaviors from the perspective of community-based tourists. Tourism Management, 36, 454–468. https://doi.org/10.1016/j.tour
Lee, T. H., & Jan, F. (2019). Market segmentation based on the environmentally responsible behaviors of community‐based tourists: Evidence from Taiwan’s community‐based destinations. International Journal of Tourism Research, 21(3), 400–411. https://doi.org/10.1002/jtr.2272
Lewicka, M. (2011). Place attachment: how far have we come in the last 40 years? Journal of Environmental Psychology, 3(31), 207–230. https://doi.org/10.1016/j.jenvp.2010.10.001
Lin, P.-C., & Chen, C.-C. (2019). Influence of place attachment on pro-environmental behavior among visitors to recreational farms: The role of destination image. Sustainability, 11(7). https://doi.org/10.3390/su11072064
Liu, J., Zhao, Y., & Jang, S. (2021). Understanding beach tourists’ environmentally responsible behaviors: An extended value-attitude-behavior model. Journal of Travel & Tourism Marketing, 38(7), 696–709. https://doi.org/10.1080/10548408.2021.1985036
Lu, P., Weerapaiboon, W., & Lin, C. (2023). Exploring the Environmentally Responsible Behavior of Generations Y and Z from a Cross-Cultural Perspective in the Context of Nature-Based Tourism. Land, 12(10). https://doi.org/10.3390/land12101909
Mahliza, F., Prasetya, P., Rosdiana, R., & Wahyuni, P. D. (2025). The role of environmental-friendly factors and islamic religiosity in achieving sustainable consumption. Journal of Consumer Sciences, 10(2), 248–275. https://doi.org/10.29244/jcs.10.2.248-275
Milfont, T. L., & Duckitt, J. (2010). The Environmental Attitudes Inventory: A valid and reliable measure to assess the structure of environmental attitudes. Journal of Environmental Psychology, 30(1), 80–94. https://doi.org/10.1016/j.jenvp.2009.09.001
Panwanitdumrong, K., & Chen, C. L. (2021). Investigating factors influencing tourists’ environmentally responsible behavior with extended theory of planned behavior for coastal tourism in Thailand. Marine Pollution Bulletin, 169, 112507. https://doi.org/10.1016/j.marpolbul.2021.112507
Ramdas, M., Mohamed, B., & Go, N. S. (2021). Determinants of tourist behaviour towards the marine environment in Perhentian Island, Terengganu, Malaysia. Journal of Sustainability Science and Management, 16(6), 193–202. https://doi.org/10.46754/jssm.2021.06.017
Ramkissoon, H., Graham Smith, L. D., & Weiler, B. (2013). Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviours: A structural equation modelling approach. Tourism Management, 36, 552–566. https://doi.org/10.1016/j.tourman.2012.09.003
Ramkissoon, H., Mavondo, F. T., & Uysal, M. (2018). Social involvement and park citizenship as moderators for quality-of-life in a national park. Journal of Sustainable Tourism, 26, 341 – 361. https://doi.org/10.1080/09669582.2017.1354866
Raymond, M. (2010). The measurement place attachment: personal, community and environmental connections. J. Environ. Psychol, 30(4), 422–434. https://doi.org/10.1016/j.jenvp.2010.08.002
Rhead, R., Elliot, M., & Upham, P. (2015). Assessing the structure of UK environmental concern and its association with pro-environmental behaviour. Journal of Environmental Psychology, 43, 175–183. https://doi.org/10.1016/j.
Rokeach, M. (1973). The Nature of Human Values. Free Press.
Sathish, J. T., & A. (2024). Exploring Environmental Influences on Responsible Tourism: The Role of Attitudes and Behaviour. International Journal of Innovative Science and Research Technology, 9(6), 2026–2032. https://doi.org/10.38124/ijisrt/IJISRT24JUN1060
Scannell, L., & Gifford, R. (2010). The relations between natural and civic place attachment and pro-environmental behaviour. Journal of Environmental Psychology, 30(3), 289–297. https://doi.org/10.1016/J.JENVP.2010.01.010
Schultz, P. W. (2000). Empathizing with nature: The effects of perspective taking on concern for environmental issues. Journal of Social Issues, 56(3), 391–406. https://doi.org/10.1111/0022-4537.00174
Schultz, P. W. (2001). The structure of environmental concern: Concern for self, other people, and the biosphere. Journal of Environmental Psychology, 21(4), 327–339. https://doi.org/10.1006/jevp.2001.0227
Solekah, A. S., Handriana, T., & Usman, I. (2022). Millennials’deals with plastic: the effect of natural environmental orientation, environmental knowledge, and environmental concern on willingness to reduce plastic waste. Journal of Consumer Sciences, 7(2), 115–133. https://doi.org/10.29244/jcs.7.2.115-133
Solekah, N. A., Rozi, M. F., & Mardiana, M. (2025). What Drives Millennial Eco-Travelers? Investigation of Value–Norm Theory with Destination Responsibility as Moderator. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(1), 117–136. https://doi.org/10.24252/minds.v12i1.54462
Solekah, N. A., Saputra, R., Rahmawati, F. D., Wahyuni, F. I., & Tarita, Y. N. W. (2023). Strengthening marketing promotion through digital marketing assistance using Google Business and business legality for MSMEs in Saptorenggo Village, Malang Regency. Community Empowermant, 8(10), 1599–1604. https://doi.org/10.31603/ce.9749
Sultan, M. T., Sharmin, F., Badulescu, A., Stiubea, E., & Xue, K. (2021). Travelers’ Responsible Environmental Behavior towards Sustainable Coastal Tourism: An Empirical Investigation on Social Media User-Generated Content. Sustainability, 13, 56. https://doi.org/10.3390/su1301
Triandis, H. C. (1980). Values, attitudes and interpersonal behaviour. In H. E. Howe & M. M. Page (Eds.), Nebraska symposium on motivation (pp. 195–259). University of Nebraska Press.
Wang, C., Zhang, J., Cao, J., Hu, H., & Yu, P. (2019). The influence of environmental background on tourists’ environmentally responsible behaviour. Journal of Environmental Management, 231, 804–810. https://doi.org/10.1016/j.jenvman.2018.10.089
Wang, C., Zhang, J., Yu, P., & Hu, H. (2018). The theory of planned behav ior as a model for understanding tourists’ responsible environmental behaviors: The moderating role of environmental interpretations. Journal of Cleaner Production, 194, 425–434. https://doi.org/10.1016/j.jclepro.2018.05.171
Wang, G., Yao, Y., Ren, L., Zhang, S., & Zhu, M. (2023). Examining the role of generativity on tourists’ environmentally responsible behavior: An inter-generational comparison. Journal of Hospitality and Tourism Management, 57, 303–314. https://doi.org/10.1016/j.jhtm.2023.10.008
Wang, J., Dai, J., Gao, W., Yao, X., Dewancker, B. J., Gao, J., & Zeng, J. (2024). Achieving Sustainable Tourism: Analysis of the Impact of Environmental Education on Tourists. Responsible Behavior. Sustainability, 16(2), 552. https://doi.org/10.3390/su16020552
Wang, X., Wang, L., Wu, W., Chen, Y., & Tian, R. (2023). Tourists’ environmentally responsible behavior: A new path of sustainable development of grassland tourism. Business Strategy and the Environment, 33, 3 ,2143–2158. https://doi.org/10.1002/bse.3590
Xie, X., & Wang, Z. (2024). The impact of place attachment on the environmentally responsible behavior of residents in National Park gateway communities and the mediating effect of environmental commitment: a case of China National Park. Frontiers in Psychology, 15, 1386337.
Zarei, G., & Mirzae, K. (2022). Impact of perceived social responsibility on consumers’ green perception and green behavior: the moderating role of personality traits. Journal of Consumer Sciences, 7(2), 169–189. https://doi.org/10.29244/jcs.7.2.169-189
Zhao, H., Zhang, H., Xu, Y., J, L., & He, W. (2018). Relation Between Awe and Environmentalism: The Role of Social Dominance Orientation. Frontiers in Psychology, 9(2367). https://doi.org/10.3389/fpsyg.2018.02367
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Journal of Consumer Sciences
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
