Understanding Responsible Tourist Behavior Under Mandatory Environmental Regulations: An Integrated Value–Belief–Norm and Identity Theory Perspective

Mandatory environmental regulations establish common behavioral requirements, but tourists may differ in how they internalize and respond to them. Drawing on Value–Belief–Norm (VBN) Theory and Identity Theory, this study develops and tests an integrated framework explaining responsible tourist behavior among 300 Asian tourists visiting Hong Kong under the first phase of the city’s Regulation of Disposable Plastic Products. The model examines Environmental Values, Environmental Knowledge, Perceived Policy Fairness, and Green Self-Identity as antecedents of Environmental Responsibility, which is linked to Responsible Tourist Behavior. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Perceived Policy Fairness and Green Self-Identity were positively associated with Environmental Responsibility, whereas Environmental Values and Environmental Knowledge were not significant. Environmental Responsibility was strongly associated with Responsible Tourist Behavior. Significant indirect associations with Responsible Tourist Behavior through Environmental Responsibility were observed for Perceived Policy Fairness and Green Self-Identity. The findings extend VBN-based tourism research by incorporating identity and policy-fairness perspectives in a mandatory regulatory setting and indicate that internal responsibility, green self-identity, and perceptions of policy fairness warrant attention alongside regulatory requirements.