The effect of destination social responsibility on tourists’ pro-environmental behavior

ABSTRACT Based on two experimental studies, this paper explores the effect of different types of destination social responsibility on tourists’ pro-environmental behavior. In our theoretical framework, we test the mediating effect of place identity and the moderating effect of nature empathy. The results show that: (1) active destination social responsibility exerts greater power to stimulate tourists’ pro-environmental behavior; (2) place identity plays a mediating role between destination social responsibility and pro-environmental behavior; (3) nature empathy positively moderates the impact of destination social responsibility on place identity, but does not moderate the impact of destination social responsibility on pro-environmental behavior.