Abstract
This research explores factors that affect Gen Y tourists' pro-environmental behavior (TPEB) in China. The research has employed an exploratory case study method and conducted in-depth interviews with 30 Gen Y tourists from China. The interviews were carried out through an online platform (i.e., QQ) to keep appropriate social distancing to avoid spreading the virus due to the recent Covid-19 pandemic. The unit of analysis of this research is the individual Gen Y tourist. The study has discovered that several factors have affected Gen Y TPEB. Among all are personal factors (demographic, psychological, emotional) and environmental factors (direct contextual, indirect contextual, background). In addition, tourist-to-tourist interaction has the most significant effect on TPEB. The research contributes significantly to the theoretical and empirical developments that enrich the pro-environmental behavior and tourism literature.
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