Timing nature’s call: how circadian rhythms affect tourists’ pro-environmental intention

Pro-environment behavior has grown crucial for promoting the sustainable development of tourism. Leveraging the circadian rhythm effect and ego depletion theory, this study explores the effect of circadian rhythm on tourists' pro-environmental behavioral intention and examines the mediating role of self-control and the moderating role of resilience. Through five experiments, this research suggests that (1) circadian rhythm can effectively influence tourists' pro-environmental behavioral intention; tourists are more willing to practice pro-environmental behavior in the morning compared to the evening; (2) self-control, as a result of resource depletion, is a key mechanism of circadian rhythm in influencing tourists' pro-environmental behavioral intention; (3) individual resilience moderates the influence of circadian rhythm, mediated by self-control on pro-environmental behavioral intention. These findings provide a biological basis for promoting tourists' pro-environmental behavior, making substantial contributions to the current body of literature and practical applications in the field of tourism.