Demystifying tourists’ intentional readiness for net zero transformation through environmental knowledge, conspicuous altruism, and greenwashing perceptions

Global nations strategically aim to embrace net-zero transformations that warrant active involvement from tourists to drive radical change (i.e. readiness for net-zero tourism) at host destinations. The present study aimed to clarify tourists' intentional readiness for net-zero tourism by using the costly-signaling theory and the knowledge-attitude-behavior model. The findings based on a representative sample (N = 430) of tourists in Turkiye demonstrated that subjective environmental knowledge and eco-literacy significantly boost intentional readiness for net-zero tourism. This effect intensifies when net-zero practices are perceived as conspicuous. Interestingly, greenwashing perception negatively moderated the influence of subjective environmental knowledge on intentional readiness for net-zero tourism.