A study on the influence mechanism of perceived situational factors on young tourists’ pro-environment behaviors: Taking perceived coolness as an example

The sustainable development of tourism destinations is intimately tied to tourists' pro-environmental behaviors. Limited studies have explored the influence of factors such as emotions, morals, and rationality on tourists' pro-environmental behaviors. Although progress has been made in identifying the factors that predict tourists' pro-environmental behaviors, the mechanisms through which perceived situational factors impact environmental behaviors remain insufficiently understood. Furthermore, considering the evolving characteristics of the global population and changes in consumer behavior preferences, particularly the increasing use of coolness as a marketing tool targeting young people, this study develops a stimulus‒organism‒response (S–O-R) framework to examine the impact of perceived coolness on young tourists' pro-environmental behaviors and further investigates the gender differences in this relationship from the perspective of situated cognition. The approach used is deductive. According to data collected from 564 young visitors who attended the Strawberry Music Festival, males' perception of coolness directly influence their pro-environmental behavior, while females’ perception of coolness are indirectly influenced by place identity and psychological ownership. This study provides a valuable theoretical perspective on the influence of perceived situational factors on pro-environmental behavior among young tourists and offers insights for managers regarding promoting destination development and designing products.