Traveling green: A mixed-methods study examining the drivers of sustainable tourism behavior

Facing rising environmental concerns, tourists increasingly favor destinations committed to sustainability and responsible practices. This study examines how intrinsic motivations (green self-motivation), societal norms (green social norms), and perceived environmental benefits (perceived green value) interact to shape eco-conscious tourism behavior. Sequential data collection methods included qualitative interviews ( n = 23) to identify key constructs, followed by a quantitative survey ( n = 471), the results of which were analyzed using Structural Equation Modeling (SEM) to validate the relationships. Results show intrinsic motivations strongly shape perceived benefits, while strong societal norms weaken this effect. The study bridges theoretical gaps by integrating personal and societal drivers into a cohesive framework and offers actionable strategies for policymakers and destination managers to foster greener practices.