Is there a bright side of COVID-19? The influence of conscientiousness and extended TPB on the tourists’ eco-friendly behaviour

This study provides the evidence of a positive association between fear of COVID-19 pandemic and tourists’ intention towards eco-friendly behaviour. This study model was tested by collecting data through a survey targeting hospitality staff in Pakistan. Results reveal that the COVID-19 fear is positively related to the tourists’ intention towards eco-friendly behaviour through subjective norms and attitude. In addition, tourists’ conscientiousness was found as a boundary condition on the association between individuals’ fear of COVID-19 and their eco-friendly behavioural intention. This paper concludes by discussing ways that stakeholders from academia and marketplace can utilize the findings to convert behavioural intentions into real eco-friendly behaviour.