Comparative Effects of Self-Congruity on Tourist Pro-Environmental Behavior in Eco-destinations: A Study in Pakistan and the UK

Using the lens of congruity theory, we developed and tested an integrative framework to examine tourists’ pro-environmental behavior at eco-destinations in Pakistan and the United Kingdom. Specifically, we examine the multi-dimensional effects of tourists’ need for uniqueness, materialism, and perceived destination experience on pro-environmental behavior mediated via actual and ideal self-congruity. Using structural equation modeling, the data analysis of 325 tourists in Pakistan and 388 tourists in the UK revealed that pro-environmental behavior could be triggered by self-ensuring motives among tourists from developed countries; in contrast, self-enhancing motives have more significant potential among tourists from developing countries. Creative choice counter-conformity, the pursuit of happiness and different perceived brand experience elements are essential for triggering pro-environmental behavior; however, they also serve as drivers for establishing a match between the eco-tourism destination and its tourists. Our findings offer a novel approach to enhancing eco-tourism with substantial theoretical and managerial implications.