Examining environmental friendly behaviors of tourists towards sustainable development

This study investigated the tourists' novel intentions to save environment and what parameters impact their pro-environment decisions. Structural Equation Modeling was used to test the integrated study model to get correct and unbiased path coefficients with the help of 227 responses. The study results revealed that greater the environmental knowledge of environmental friendly products, the more positive attitude towards environmental friendly products was perceived and international tourists perceived it significantly high in comparison to domestic tourists Interestingly Control on Availability didn't impact purchase intentions of tourists in the current study, a finding different from literature across other contexts. Attitude didn't have significant mediating effect in the relationship between environmental knowledge and purchase intentions. On the other hand, purchase intentions positively influenced purchase behavior of tourists. Practical implications are discussed at large. •Tested integrated model to get correct and unbiased paths with the help of sound methodology•Interestingly control on Availability didn't impact purchase intentions of tourists•Attitude was not found having significant mediating effect.•Study found Gender and TouristType as significant moderators.