PRO-ENVIRONMENTAL BEHAVIOR OF FRONTLINE EMPLOYEES IN TOURISM INDUSTRY OF PAKISTAN

The organizational and institutional influence on environmental well-being depends largely on its employee’s potential to act in the pro-environmental manner. The addition of sustainable environmentally concerned polices in the organization’s policies is essential. Green or environmentally concerned policies are rapidly emerging and compelling organizations to participate in green activities. Pro-environmental behavior can help the organizations to adapt to and makes it able mitigate prevailing climate problems. This study seeks to thoroughly investigate role of following variables, which includes environmental attitudes, environmental knowledge, and pro-environmental psychological climate (PEPC) in fostering Pro-environmental behavior. The sample of study comprised tour operators and tourist guides. The survey’s responses (n=232) were collected from a population (N) of 409. Data were collated via an online questionnaire and analyzed using SPSS and PROCESS macro. The results showed that EA, EK, and PEPC positively influenced PEB of tour operators and tourist guides. Further, PEPC positively moderated the EA-PEB and EK-PEEB relationships. The study offers several theoretical and practical insights.