Tourists’ risk perceptions and pro-environmental behaviour during the pandemic: the roles of environmental concern and environmental ethics reflection

The COVID-19 pandemic has served as a stark reminder to humanity of the urgent need to address environmental concerns. Given the intricate links between tourism and ecological issues, whether perceived risks during the pandemic can foster pro-environmental behaviour through increased concern and reflection about environmental challenges. Drawing on social cognitive theory, this study delves into the mechanisms that shape how visitors’ risk perceptions influence their pro-environmental actions in the context of the pandemic. From an online survey, 731 valid responses were accrued. The findings reveal that tourists’ risk perceptions have a significant positive influence on environmental concern and pro-environmental behaviour, environmental concern plays a partially mediating role in the relationship between tourists’ risk perceptions and pro-environmental behaviour. And environmental ethics reflection plays a positive moderating role in that mediated relationship. Based on these findings, management implications are proposed to promote pro-environmental behaviour among tourists, and the limitations of this study and future research directions are highlighted.