Face consciousness, personal norms, and environmentally responsible behavior of Chinese tourists: Evidence from a lake tourism site

This study explores the role of face consciousness in tourists’ environmentally responsible behavior (ERB). It expands norm activation theory, integrates concept and examines how personal norms (PN) on is moderated by consciousness. Data was collected from 415 mainland Chinese tourists West Lake, China. Structural equation modeling employed to test proposed theoretical framework. The results show that ascribed responsibility positively influences norms, while awareness consequences plays a decisive activating norms. Furthermore, demonstrate fear losing moderates relationship between behavior. also investigates moderating age difference environmetnally effect stronger younger tourists. Our findings make important contributions literature ERB tourism offer practical implications for managers encourage among