National culture as a driver of pro-environmental attitudes and behavioural intentions in tourism

Voluntary changes in consumer behaviour hold significant potential to mitigate the growing environmental repercussions of tourism. Such behavioural changes can occur due to positive behavioural intentions that are in turn underpinned by pro-environmental consumer attitudes. To reinforce voluntary behavioural changes in tourism, it is paramount to understand the major drivers of pro-environmental consumer attitudes. Although national culture can influence pro-environmental attitudes of tourists, its role has been under-researched, especially in the context of emerging tourist markets. This study utilised the environment-orientated dimensions, or value orientations, of major cultural frameworks (Hofstede; Schwartz; Trompenaars & Hampden-Turner) to explore the effect of national culture on pro-environmental attitudes and behavioural intentions in a large-scale quantitative survey of Polish tourists. Correlation between the cultural background of tourists and their pro-environmental attitudes was established, thus highlighting the need for national culture to become an integral element of future scientific, policy-making, and managerial discourse on the key drivers of more sustainable consumer behaviour in tourism.