From inner needs to external actions: the impact of face consciousness on tourists’ pro-environmental behavior

Research on tourists' pro-environmental behavior has been receiving increasing attention, yet there remains a significant gap in understanding how to ensure the sustainability of such behavior. Drawing on the proactive motivation model, this study examines the influence of face consciousness on tourists' pro-environmental behavior in China. Structural equation modeling analyzed data from 598 tourists in Chengdu. Findings show that gaining face promotes tourists' pro-environmental behavior. Moreover, green self-efficacy, perceived insider status, and harmonious environmental passion mediate the relationship between face consciousness and tourists' pro-environmental behavior. Sincere social interaction enhances the positive influence of gaining face through perceived insider status and harmonious environmental passion on tourists' pro-environmental behavior. This study enriches the existing literature on the relationship between face consciousness and tourists' pro-environmental behavior, and also provides management basis for promoting tourists' sustained engagement in pro-environmental behavior.