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Environmentally responsible behaviors are highly relevant with the sustainability of beach tourism. Research goal is to provide acomprehensive framework for understanding the formation of beach tourists’ environmentally responsible behaviors. Building upon the value-attitude-behavior model, this study explores the relationship between environmental concerns and perceived consumer effectiveness and focuses on the moderating role of environmental interpretation. This study shows that tourists’ attitudes toward environmentally responsible behaviors, environmental concerns, and perceived consumer effectiveness affect their behaviors. Further, the level of environmental interpretation moderates the effects of perceived consumer effectiveness and environmental concerns on tourists’ environmentally responsible behaviors.
Liu et al. (Thu,) studied this question.