Integrating Perceived ESG Dimensions Into Behavioral Models of Sustainable Tourism Consumption: Perspective From the Theory of Planned Behavior

Abstract

Tourism is an important driver of socio-economic development. However, its rapid growth has increased pressure on the environment and host communities. Hence, it becomes increasingly urgent to understand that how tourists perceive sustainability and how these perceptions shape their behavioral decisions. Therefore, this study develops an integrated framework by incorporating perceived Environmental, Social, and Governance (ESG) factors into the Theory of Planned Behavior (TPB). Environmental awareness is also examined as a moderator between sustainable tourism intentions and behavior. The study collected the data from 472 tourists and analyzed using PLS-SEM. The findings show that perceived ESG factors significantly influence tourists’ attitudes, subjective norms, and perceived behavioral control. Subjective norms and perceived behavioral control also significantly influence sustainable tourism intentions, which subsequently shape sustainable tourism behavior. Environmental awareness further strengthens the intention–behavior relationship. The study also reveals significant indirect effects of perceived ESG dimensions on sustainable tourism behavior.