Integrating the critical concepts of sustainability to predict sustainable behavior – the moderating role of information seeking

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Purpose The purpose of this study was to present an integrated perspective for developing a mediation and moderation hypothesis model aimed at identifying key attributes that influence intentions toward sustainable behavior. This research provides empirical evidence for predicting tourist behaviors by synthesizing sustainability marketing, environmental attitudes, and the marketing strategies of sustainable tourism destinations. Design/methodology/approach After completing the initial questionnaire draft, three experienced experts in tourism, hospitality, and sustainability were chosen to review and provide feedback on any problematic or unclear items. The final sample consisted of 563 participants. Findings The data are analyzed by structural equation modeling (SEM), and the results show that information seeking moderates the links between sustainability marketing, environmental attitudes, marketing strategies in sustainable tourism destinations, and tourists’ behavioral intentions. Therefore, seeking information about tourists is crucial for forming suitable environmental attitudes, effective marketing strategies, and stronger behavioral intentions. Additionally, the study investigates how sustainability marketing relates to behavioral intentions. It is found that sustainability marketing indirectly impacts tourist behavioral intentions, either through environmental attitudes or marketing strategies. Practical implications Environmental attitudes strongly predict behavioral intentions. Future research and managers may seek effective environmental marketing strategies to promote sustainability in tourism. Furthermore, integrating sustainability concepts into destinations can facilitate eco-friendly tourism activities and marketing strategies featuring green images and products. Originality/value This study identifies the pivotal role of information seeking which can shape tourists' environmental attitudes. This in turn strengthens their behavioral intentions. Organizations can then use this information to guide the development of more targeted and effective marketing strategies. This research offers valuable insights for both academics and practitioners by highlighting the importance of integrating sustainability principles into tourism destinations, promoting eco-friendly tourism behaviors, and crafting marketing strategies that align with green images and products.