Do cultural and individual values influence sustainable tourism and pro-environmental behavior? Focusing on Chinese millennials

This study investigated the Chinese millennials’ perspectives of tourism sustainability using Hofstede’s five-dimensional model. It examined the relationship between their environmental attitudes and hedonic/utilitarian values. According to the findings, collectivism had a positive impact on their pro-environmental attitude, evident in both their preferences and behaviors. Large power distance as well as high tolerance for uncertainty, conversely, resulted in a less pro-environmental attitude. Simultaneously, their masculinity, as expressed in their tendency to obtain more profit in advance, was harmful. This research adds to a greater understanding of cultural and individual values and suggests marketing strategies to advocate for environmentally conscious behaviors.