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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.
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2025
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© The Author(s) 2025.
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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).
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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.
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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.
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