| Summary: | This study explores the link between perceived ecotourism design affordances, environmental identity, sustainable intelligence, and pro-environmental behaviour among ecotourists. Through quantitative research design with purposive sampling, the study analysed 239 responses using Partial-least Square-Structural Equation Modelling (PLS-SEM). The study found that dimensions of functional/aesthetic and social/symbolic affordance significantly influence environmental identity. The social/symbolic construct is subsequently found to contribute significantly to sustainable intelligence and later shapes pro-environmental behaviour. The study also validates that environmental identity mediates the functional/aesthetic and social/symbolic relationship with sustainable intelligence. These results contribute to refining theoretical models and provide a more robust foundation for future research in environmental psychology and sustainable behaviour. The study’s originality lies in its multifaceted exploration of ecotourism affordance dimensions and their interconnectedness, shedding light on the dynamics that underlie the formation of environmental identity, sustainable intelligence, and subsequent pro-environmental behaviour. © 2024 Informa UK Limited, trading as Taylor & Francis Group.
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