From Awareness to Action: Modeling Sustainable Behavior Among Winter Tourists in the Context of Climate Change

Given the increasing prominence of sustainable tourism in light of climate change, this study investigates the sustainable tourist behavior of winter tourists through psychological and demographic factors in relation to climate change. Based on the Theory of Planned Behavior and a cognitive–affective combination of variables, we outline a structural equation model to investigate the direct and indirect effect of climate change awareness (CCA), environmental attitude (ATT), and perceived responsibility (PR) towards sustainable behavior (SB). Environmental concern (EC) and perceived behavioral control (PBC) are employed as mediators in a test. A total of 518 Greek winter tourists’ data were examined using SEM and multi-group analysis (MGA). It is indicated that CCA and PR directly predict SB with significant effects, and ATT’s influence is fully mediated. EC and PBC are used as significant psychological mediators, and PBC is indicated to possess a strong effect. MGA discloses significant gender, age, education, climate salience, and frequency of tourism behavior differences, provoking contextual differences that inform sustainability response. There is a theoretical contribution in the form of specification of dual roles played by cognitive control and emotional concern in determining sustainable tourism behavior. Practical implications inform the planning of interventions, particularly for policymakers, educators, and tourist managers. Future studies need to incorporate behavior information, examine causality, and carry out analysis to cultural and season levels.