Abstract
ABSTRACT Explaining the factors that influence individual pro-environmental behavior (PEB) in the tourism context may help to enhance sustainability. This study employs a meta-analysis to systematically compare the influence of rational, affective, and moral factors on individual PEB in the tourism context. According to the results, individual PEB in the tourism context is jointly influenced by rational, affective, and moral factors, among which the influence of affective factors plays a leading role. On this basis, this study further explores the moderating effects of related variables from the perspectives of rationality, affect, and morality, including personal characteristics and region characteristics.
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