Abstract
National culture can affect consumer behaviour, but there is limited empirical evidence to establish the exact magnitude of this effect in particular consumption contexts and in specific consumption markets. This paper contributes to knowledge by exploring and comparing the extent to which national culture may contribute to pro-environmental behaviour of tourists in the UK and China. By drawing upon the five dimensions or values of national culture proposed by Hofstede, Schwartz and Trompenaars and Hampden-Turner (Individualism, Power distance, Long-term Orientation, Harmony and Indulgence) and by applying the Partial Least Squares Structural Equation Modeling, the study establishes the causal relationships between the cultural backgrounds of tourists, their environmental knowledge, pro-environmental attitudes and pro-environmental behavioural intentions. The implications for policy-making, management and future research are discussed.
•Explores the effect of national culture on pro-environmental attitudes of tourists.•Compares the consumption markets of the UK and China.•Reveals the negative effect of individualism on pro-environmental attitudes.•Finds the positive effect of high power distance on pro-environmental attitudes.•These relationships can predict pro-environmental behavioural intentions of tourists.