Moderating effects of cultural values on the relationship between individual values and pro-environmental behavior

Although numerous studies have highlighted the significance of pro-environmental behavior in mitigating environmental degradation the tourism and hospitality industry, there is a scarcity of research that examines how individual values influence behavior within the context of cultural impact. Drawing on value-attitude-behavior model and social cognitive theory, this study investigated the impact of perceived hedonic and utilitarian values on pro-environmental behavior through the mediating role of supportive attitude toward tourism and the three-way moderating role of long-term orientation and individualism. To empirically test the above-mentioned relationships, 525 questionnaires were used. Confirmatory factor analysis and path analysis were performed using AMOS and PROCESS Macro SPSS. The findings showed that perceived hedonic and utilitarian values, through supportive attitude toward tourism, significantly increased pro-environmental behavior. There was also an interaction effect of perceived hedonic and utilitarian values on supportive attitude toward tourism with the three-way interaction effect of cultural values, including long-term orientation and individualism. This study is expected to make important academic and industry contributions to the hospitality industry by highlighting the significant impact of cultural values on the relationship between individual values and sustainability.