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Knowledge of how Chinese tourists’ behavior is subject to Chinese culture is limited. Based on the Theory of Planned Behavior and Trait Activation Theory, this study aims to explore how individuals with Confucian values are motivated by situational factors and environmental cognition to exhibit tourist environmentally responsible behavior (TERB) that aligns with Confucian principles. Employing an activated perspective of planned behavior, we propose that values trait facilitates TERB through environmental attitude, subjective norm, and environmental self-efficacy. Additionally, we suggest that behavioral reference enhances the transformation process from tourist to environmentalist. Quantitative data supports our main hypotheses. A qualitative study further explores alternative boundary mechanisms by which Confucian values promote TERB, including social and personal factors related to governmental environmental intervention and personal environmental resources. The findings offer insights into Easterners’ TERB, aiding in a better understanding of a specific tourist market and providing references for sustainable tourism destination development.
Chen et al. (Mon,) studied this question.