The formation of tourists’ pro-environmental behavior in natural history museum scene: A configuration analysis based on motivation–opportunity–ability theory

Tourists’ pro-environmental behavior is crucial for the sustainable growth of the tourism sector. While existing studies mainly examine the direct effects of individual factors on such behavior, there is a gap in understanding the comprehensive antecedent system that drives it. In this study, grounded in MOA theory and focused on a natural history museum scene, we developed a comprehensive framework to analyze the antecedent system of tourists’ pro-environmental behavior. We argue that the formation of this behavior in museum tourists is not a single element but a combination of three critical factors: motivation, opportunity, and ability (MOA). Using the fsQCA method to analyze data from 276 tourists, we identified four distinct pathways that promote pro-environmental behavior in museum tourists: MOA equilibrium type, motivation–ability-oriented type, motivation–opportunity-oriented type, and ability-oriented type. This study enhances our understanding of the complex interactions among various factors influencing tourists’ pro-environmental behavior and provides insightful implications for the practice of museum tourism.