Why do some tourists litter while others don't? Exploring the role of awareness, commitment, and attachment among tourists in Bali

Abstract

The rapid growth of tourism in Bali has contributed to significant environmental challenges, especially the rise in waste produced by tourist activities. Improper waste disposal threatens destination sustainability and demands behavioral change among visitors. This study explores how environmental awareness influences tourist binning behavior, while also examining the mediating role of environmental commitment and the moderating effects of environmental attachment and gender. A quantitative approach was employed using a structured questionnaire completed by 445 domestic and international tourists who had visited Bali. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, and gender-based differences were examined through Multi-Group Analysis (MGA). Results reveal that environmental awareness positively affects binning behavior, both directly and indirectly through environmental commitment. Environmental attachment strengthens the relationship between environmental awareness and binning behavior. Furthermore, the influence of environmental awareness on binning behavior is stronger for female tourists compared to male tourists. These findings contribute to the advancement of pro-environmental behavior research in tourism and offer practical implications for designing targeted waste management interventions at tourist destinations.