A passionate travel to mind green turtles—Unpacking the complexity of visitors' green behaviour

The current studies in the tourism‐environmental domain often take a reductionist approach towards the complex issue of human behaviour that is criticized for its shortcomings. Therefore, to fill this gap, the authors developed and tested a theoretical model drawing on the complexity theory with emerging concepts, that is, dualistic‐passion paradigm, and mindfulness notion to predict the potential source of pro‐environmental behaviour. Following Fuzzy set qualitative comparative analysis (fsQCA) of a sample from visitors to marine turtles in Cyprus, the study found seven unique causal recipes that lead to a high level of pro‐environmental behaviour. Implications and guidelines for further research are discussed.