Comparative effects of self-congruity on tourist pro-environmental behavior in eco-destinations: A study in Pakistan and the UK
Waseem, D. Segota, T.
Waseem, D.
Segota, T.
Publication Date
2025
End of Embargo
Supervisor
Rights
© The Author(s) 2025.
Creative Commons License (CC BY 4.0)
This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
Institution
Department
Awarded
Embargo end date
Collections
Additional title
Abstract
Using the lens of congruity theory, we developed and tested an integrative framework to examine tourists’ pro-environmental behavior at eco-destinations in Pakistan and the United Kingdom. Specifically, we examine the multi-dimensional effects of tourists’ need for uniqueness, materialism, and perceived destination experience on pro-environmental behavior mediated via actual and ideal self-congruity. Using structural equation modelling, the data analysis of 325 tourists in Pakistan and 388 tourists in the UK revealed that pro-environmental behavior could be triggered by self-ensuring motives among tourists from developed countries; in contrast, self-enhancing motives have more significant potential among tourists from developing countries. Creative choice counter-conformity, the pursuit of happiness and different perceived brand experience elements are essential for triggering pro-environmental behavior; however, they also serve as drivers for establishing a match between the eco-tourism destination and its tourists. Our findings offer a novel approach to enhancing eco-tourism with substantial theoretical and managerial implications.
Version
Published version
Citation
Amin O, Trivedi R, Waseem D et al (2025) Comparative effects of self-congruity on tourist pro-environmental behavior in eco-destinations: A study in Pakistan and the UK. Journal of Travel Research. Accepted for Publication.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article