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<p>This study investigates how anticipated emotions, specifically guilt and pride, affect tourists’ pro-environmental behavior (PEB) by integrating these emotions into the Theory of Planned Behavior (TPB). Tourism growth has brought environmental challenges, particularly in natural and cultural destinations, making it critical to understand what motivates tourists to adopt sustainable behaviors. This research examines how anticipated emotions indirectly influence PEB through personal norms and attitudes, as well as the moderating role of individualism/collectivism (I/C) among Chinese and German tourists. An online questionnaire was administered to 234 Chinese and 219 German tourists, and Smart PLS 4 was used to test the study’s model. The results confirmed that in both countries, anticipated guilt and pride significantly predict attitude and personal norms, which in turn influence PEB. Both groups showed that attitude and personal norms and perceived behavioral control significantly affect PEB. Significant moderation effects of I/C was found. Additionally, tourist attitudes and personal norms mediated the relationship between anticipated emotions and travelers’ PEB in both countries. These findings add to the research by showing how emotions, thoughts, and cultural factors work together to influence tourists’ environmental behaviors, providing useful ideas for creating culturally specific strategies to encourage sustainable tourism practices.</p>

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The role of anticipated emotions in shaping tourists’ pro-environmental behavior: cross-cultural perspective

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年7月16日

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  • Qingyu Zhang,
  • Safeer Ullah Khan

摘要

This study investigates how anticipated emotions, specifically guilt and pride, affect tourists’ pro-environmental behavior (PEB) by integrating these emotions into the Theory of Planned Behavior (TPB). Tourism growth has brought environmental challenges, particularly in natural and cultural destinations, making it critical to understand what motivates tourists to adopt sustainable behaviors. This research examines how anticipated emotions indirectly influence PEB through personal norms and attitudes, as well as the moderating role of individualism/collectivism (I/C) among Chinese and German tourists. An online questionnaire was administered to 234 Chinese and 219 German tourists, and Smart PLS 4 was used to test the study’s model. The results confirmed that in both countries, anticipated guilt and pride significantly predict attitude and personal norms, which in turn influence PEB. Both groups showed that attitude and personal norms and perceived behavioral control significantly affect PEB. Significant moderation effects of I/C was found. Additionally, tourist attitudes and personal norms mediated the relationship between anticipated emotions and travelers’ PEB in both countries. These findings add to the research by showing how emotions, thoughts, and cultural factors work together to influence tourists’ environmental behaviors, providing useful ideas for creating culturally specific strategies to encourage sustainable tourism practices.