Impact of tourist’s environmental awareness on pro-environmental behavior with the mediating effect of tourist’s environmental concern and moderating effect of tourist’s environmental attachment

Pakistan has been blessed with rich tourism potential because of its rich history, culture, biological and geographical diversity. Travelers have for quite some time been attracted to Pakistan to encounter a nation that flaunts rugged natural beauty, cultural richness, and unparalleled hospitality. Pakistan has various tourist destinations in the northern areas of Pakistan. Kumrat Valley has become a tourist hotspot in recent times after the prime minister of Pakistan, Mr. Imran Khan, visited the valley. To reduce the negative effects on these tourist destinations due to the accelerating increase in tourists, the present study used a quantitative approach to uncover whether there is an environmental awareness–behavior gap among the tourists, with their level of environmental awareness outweighing pro-environmental behavior. Using a sample of 426 tourists who have visited the valley, the analysis of the results indicates that the pro-environmental behavior is positively and significantly affected by the components, environmental awareness, environmental concern, and environmental attachment. Environmental attachment is added as a moderator between environmental awareness and pro-environmental behavior. This study suggests that environmental awareness must be promoted among tourists to ensure that they exhibit pro-environmental behavior.