Media Influence on Tourists’ Pro-Environmental Behavior: An Analysis of Environmental Cognitive Evaluation in the Context of Chinese Tourism

This study examines how media use influences tourists’ pro-environmental behavior in China through environmental cognitive appraisal and a theoretical framework. Environmental cognitive appraisal includes perceived environmental pollution threats, environmental knowledge, and environmental concern. Pro-environmental contextual forces, such as destination facilities, policy support, and social norms, act as external drivers of pro-environmental behavior. Place attachment, reflecting tourists’ functional dependence and emotional connection to destinations, moderates key relationships. Pro-environmental behavior involves actions to reduce environmental harm and promote conservation. The study positions media use as the core independent variable, influencing environmental cognitive appraisal, which mediates the effect on pro-environmental contextual forces and, subsequently, pro-environmental behavior. Place attachment moderates the links between environmental cognitive appraisal and contextual forces, as well as between contextual forces and behavior. Using surveys and structural equation modeling, findings reveal that media use significantly enhances tourists’ awareness of environmental pollution threats, knowledge, and concern, indirectly strengthening pro-environmental contextual forces and behavior. Place attachment amplifies these effects. The study highlights the role of media in promoting environmental awareness and behavior, emphasizing the importance of optimizing environmental communication, strengthening contextual support, and fostering place attachment to achieve sustainable tourism.