This study examines the interplay between eco-friendly behaviour (Eco-FB) at multiple systemic levels, addressing the complexity beyond the scope of single-level models. We propose a comprehensive model incorporating traditional individual, organizational, and relational level concepts and a situational construct exemplified by Bali Island Recognition. This model was tested in Bali Island’s tourism firms through online and offline surveys of 500 tourism-related employees and their gateway communities across Bali Island. The research investigates the differences in pro-environmental conduct between two destinations’ social accountability (DSA) groups categorized as high and low DSA clusters. It further explores how ecological value, green intelligence, DSA, and sustainable travel affect public and private Eco-FB. The findings indicate that green intelligence has a strong positive connection with Eco-FB, and high DSA significantly impacts eco-friendly behaviour. This research enhances our understanding of Eco-FB by presenting a multilevel model incorporating the Bali Island factor, revealing distinctive impact mechanisms for both public and private Eco-FB.

Afsar, B., Badir, Y., & Kiani, U. S. (2016). Linking spiritual leadership and employee pro-environmental behavior: The influence of workplace spirituality, intrinsic motivation, and environmental passion. Journal of Environmental Psychology, 45, 79–88. https://doi.org/10.1016/j.jenvp.2015.11.011

Ahamd, M. (2019). State of the Art Compendium of Macro and Micro Energies. Advances in Science and Technology Research Journal, 13(1), 88–109. https://doi.org/10.12913/22998624/103425

AlSuwaidi, M., Eid, R., & Agag, G. (2021). Understanding the link between CSR and employee green behaviour. Journal of Hospitality and Tourism Management, 46, 50–61. https://doi.org/10.1016/j.jhtm.2020.11.008

Alvarado-Herrera, A., Bigne, E., Aldas-Manzano, J., et al. (2015). A Scale for Measuring Consumer Perceptions of Corporate Social Responsibility Following the Sustainable Development Paradigm. Journal of Business Ethics, 140(2), 243–262. https://doi.org/10.1007/s10551-015-2654-9

Anderson, J. C., & Gerbing, D. W. (1992). Assumptions and Comparative Strengths of the Two-Step Approach. Sociological Methods & Research, 20(3), 321–333. https://doi.org/10.1177/0049124192020003002

Balaji, M. S., Jiang, Y., & Jha, S. (2019). Green hotel adoption: a personal choice or social pressure? International Journal of Contemporary Hospitality Management, 31(8), 3287–3305. https://doi.org/10.1108/IJCHM-09-2018-0742

Bamdad, T. (2019). Pro-environmental attitude-behavior: A spillover or a gap? Cultural Sustainable Tourism: A Selection of Research Papers from IEREK Conference on Cultural Sustainable Tourism (CST).

Cai, C. W. (2020). Nudging the financial market? A review of the nudge theory. Accounting & Finance, 60(4), 3341–3365. https://doi.org/10.1111/acfi.12471

Chan, E. S. W., Hon, A. H. Y., Okumus, F., et al. (2014). An Empirical Study of Environmental Practices and Employee Ecological Behavior in the Hotel Industry. Journal of Hospitality & Tourism Research, 41(5), 585–608. https://doi.org/10.1177/1096348014550873

Choi, S., & Kim, I. (2021). Sustainability of nature walking trails: predicting walking tourists’ engagement in pro-environmental behaviors. Asia Pacific Journal of Tourism Research, 26(7), 748–767. https://doi.org/10.1080/10941665.2021.1908385

Chou, C.-J. (2014). Hotels’ environmental policies and employee personal environmental beliefs: Interactions and outcomes. Tourism Management, 40, 436–446. https://doi.org/10.1016/j.tourman.2013.08.001

Cremers, M. H. (1999). Women in paradise? Gender, tourism, and modernity in Bali, Indonesia. University of California, Santa Barbara.

De Roeck, K., & Delobbe, N. (2012). Do Environmental CSR Initiatives Serve Organizations’ Legitimacy in the Oil Industry? Exploring Employees’ Reactions Through Organizational Identification Theory. Journal of Business Ethics, 110(4), 397–412. https://doi.org/10.1007/s10551-012-1489-x

Denley, T. J., Woosnam, K. M., Ribeiro, M. A., et al. (2020). Individuals’ intentions to engage in last chance tourism: applying the value-belief-norm model. Journal of Sustainable Tourism, 28(11), 1860–1881. https://doi.org/10.1080/09669582.2020.1762623

Esfandiar, K., Dowling, R., Pearce, J., et al. (2019). Personal norms and the adoption of pro-environmental binning behaviour in national parks: an integrated structural model approach. Journal of Sustainable Tourism, 28(1), 10–32. https://doi.org/10.1080/09669582.2019.1663203

Fatma, M., Rahman, Z., & Khan, I. (2016). Measuring consumer perception of CSR in tourism industry: Scale development and validation. Journal of Hospitality and Tourism Management, 27, 39–48. https://doi.org/10.1016/j.jhtm.2016.03.002

Fryxell, G. E., & Lo, C. W. (2003). The influence of environmental knowledge and values on managerial behaviours on behalf of the environment: An empirical examination of managers in China. Journal of Business Ethics, 46, 45–69. https://doi.org/10.1023/A:1024773012398

Gond, J., El Akremi, A., Swaen, V., et al. (2017). The psychological microfoundations of corporate social responsibility: A person‐centric systematic review. Journal of Organizational Behavior, 38(2), 225–246. https://doi.org/10.1002/job.2170

Islam, T., Ali, G., & Asad, H. (2019). Environmental CSR and pro-environmental behaviors to reduce environmental dilapidation. Management Research Review, 42(3), 332–351. https://doi.org/10.1108/mrr-12-2017-0408

Katircioglu, S. T., Feridun, M., & Kilinc, C. (2014). Estimating tourism-induced energy consumption and CO2 emissions: The case of Cyprus. Renewable and Sustainable Energy Reviews, 29, 634–640. https://doi.org/10.1016/j.rser.2013.09.004

Kelly, J., Haider, W., Williams, P. W., et al. (2007). Stated preferences of tourists for eco-efficient destination planning options. Tourism Management, 28(2), 377–390. https://doi.org/10.1016/j.tourman.2006.04.015

Kim, H. L., & Hyun, S. S. (2020). The anchoring effect of aviation green tax for sustainable tourism, based on the nudge theory. Journal of Sustainable Tourism, 29(7), 1082–1097. https://doi.org/10.1080/09669582.2020.1820017

Leung, Y. W., & Rosenthal, S. (2019). Explicating Perceived Sustainability-Related Climate: A Situational Motivator of Pro-Environmental Behavior. Sustainability, 11(1), 231. https://doi.org/10.3390/su11010231

Li, N., Binti Mohd Ariffin, S. Z., & Gao, H. (2024). Optimizing Ecotourism in North Taihu Lake, Wuxi City, China: Integrating Back Propagation Neural Networks and Ant-Colony Algorithm for Sustainable Route Planning. International Journal of Management Thinking, 2(1), 1–15. https://doi.org/10.56868/ijmt.v2i1.53

Liu, H., Zhu, Q., Muhammad Khoso, W., et al. (2023). Spatial pattern and the development of green finance trends in China. Renewable Energy, 211, 370–378. https://doi.org/10.1016/j.renene.2023.05.014

Lo, S. H., Peters, G. Y., & Kok, G. (2012). A Review of Determinants of and Interventions for Proenvironmental Behaviors in Organizations. Journal of Applied Social Psychology, 42(12), 2933–2967. https://doi.org/10.1111/j.1559-1816.2012.00969.x

López-Sánchez, Y., & Pulido-Fernández, J. I. (2016). In search of the pro-sustainable tourist: A segmentation based on the tourist “sustainable intelligence.” Tourism Management Perspectives, 17, 59–71. https://doi.org/10.1016/j.tmp.2015.12.003

Lülfs, R., & Hahn, R. (2014). Sustainable Behavior in the Business Sphere. Organization & Environment, 27(1), 43–64. https://doi.org/10.1177/1086026614522631

Luu, T. T. (2019). Green human resource practices and organizational citizenship behavior for the environment: the roles of collective green crafting and environmentally specific servant leadership. Journal of Sustainable Tourism, 27(8), 1167–1196. https://doi.org/10.1080/09669582.2019.1601731

Luu, T. T. (2020). Integrating green strategy and green human resource practices to trigger individual and organizational green performance: the role of environmentally-specific servant leadership. Journal of Sustainable Tourism, 28(8), 1193–1222. https://doi.org/10.1080/09669582.2020.1729165

Marjanovic, Z. (2017). The Fruitless Pursuit of Nudging Healthy Behavior: Comment on Lin, Osman, and Ashcroft. Basic and Applied Social Psychology, 39(6), 309–310. https://doi.org/10.1080/01973533.2017.1369413

Mustapha, R., Fauzi, M. A., Soon, O. T., et al. (2023). Employee Perception of Whistleblowing in the Workplace: A Systematic Bibliometric Review. Pakistan Journal of Life and Social Sciences (PJLSS), 22(1). https://doi.org/10.57239/pjlss-2024-22.1.002

Norton, T. A., Parker, S. L., Zacher, H., et al. (2015). Employee Green Behavior. Organization & Environment, 28(1), 103–125. https://doi.org/10.1177/1086026615575773

Okumus, F., Köseoglu, M. A., Chan, E., et al. (2019). How do hotel employees’ environmental attitudes and intentions to implement green practices relate to their ecological behavior? Journal of Hospitality and Tourism Management, 39, 193–200. https://doi.org/10.1016/j.jhtm.2019.04.008

Ozaki, R. (2010). Adopting sustainable innovation: what makes consumers sign up to green electricity? Business Strategy and the Environment, 20(1), 1–17. https://doi.org/10.1002/bse.650

Pham, N. T., Tučková, Z., & Chiappetta Jabbour, C. J. (2019). Greening the hospitality industry: How do green human resource management practices influence organizational citizenship behavior in hotels? A mixed-methods study. Tourism Management, 72, 386–399. https://doi.org/10.1016/j.tourman.2018.12.008

Prakash, G., Choudhary, S., Kumar, A., et al. (2019). Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation. Journal of Retailing and Consumer Services, 50, 163–169. https://doi.org/10.1016/j.jretconser.2019.05.011

Rebollo, J. F. V., & Baidal, J. A. I. (2003). Measuring Sustainability in a Mass Tourist Destination: Pressures, Perceptions and Policy Responses in Torrevieja, Spain. Journal of Sustainable Tourism, 11(2–3), 181–203. https://doi.org/10.1080/09669580308667202

Rezapouraghdam, H., Alipour, H., & Darvishmotevali, M. (2017). Employee workplace spirituality and pro-environmental behavior in the hotel industry. Journal of Sustainable Tourism, 26(5), 740–758. https://doi.org/10.1080/09669582.2017.1409229

Ruepert, A. M., Keizer, K., & Steg, L. (2017). The relationship between Corporate Environmental Responsibility, employees’ biospheric values and pro-environmental behaviour at work. Journal of Environmental Psychology, 54, 65–78. https://doi.org/10.1016/j.jenvp.2017.10.006

Sabbar, S. S. (2023). An Econometric Analysis of the Causes of Environmental Degradation in Developing Countries. Climate, Economics & Social Impact, 1(1), 24–38. https://doi.org/10.56868//cesi.v1i1.6

Schwartz, S. H. (1977). Normative influences on altruism. In: Advances in experimental social psychology. Elsevier. pp. 221–279. https://doi.org/10.1016/S0065-2601(08)60358-5

Schwartz, S. H., & Bilsky, W. (1990). Toward a theory of the universal content and structure of values: Extensions and cross-cultural replications. Journal of Personality and Social Psychology, 58(5), 878–891. https://doi.org/10.1037/0022-3514.58.5.878

Sharma, R., & Gupta, A. (2020). Pro-environmental behaviour among tourists visiting national parks: application of value-belief-norm theory in an emerging economy context. Asia Pacific Journal of Tourism Research, 25(8), 829–840. https://doi.org/10.1080/10941665.2020.1774784

Shin, S. K., Ishman, M., & Sanders, G. L. (2007). An empirical investigation of socio-cultural factors of information sharing in China. Information & Management, 44(2), 165–174. https://doi.org/10.1016/j.im.2006.11.004

Stern, P. C. (2000). New Environmental Theories: Toward a Coherent Theory of Environmentally Significant Behavior. Journal of Social Issues, 56(3), 407–424. https://doi.org/10.1111/0022-4537.00175

Su, L., Huang, S., & Pearce, J. (2018). How does destination social responsibility contribute to environmentally responsible behaviour? A destination resident perspective. Journal of Business Research, 86, 179–189. https://doi.org/10.1016/j.jbusres.2018.02.011

Suganthi, L. (2019). Examining the relationship between corporate social responsibility, performance, employees’ pro-environmental behavior at work with green practices as mediator. Journal of Cleaner Production, 232, 739–750. https://doi.org/10.1016/j.jclepro.2019.05.295

Wang, S., Wang, J., Li, J., et al. (2019). Do motivations contribute to local residents’ engagement in pro-environmental behaviors? Resident-destination relationship and pro-environmental climate perspective. Journal of Sustainable Tourism, 28(6), 834–852. https://doi.org/10.1080/09669582.2019.1707215

Wu, J., Huang, D., Liu, J., et al. (2013). Which Factors Help Visitors Convert Their Short-Term Pro-Environmental Intentions to Long-Term Behaviors? International Journal of Tourism Sciences, 13(2), 33–56. https://doi.org/10.1080/15980634.2013.11434672

Zhang, J., & Huang, R. (2019). Employees’ pro-environmental behaviours (PEBs) at international hotel chains (IHCs) in China: The mediating role of environmental concerns (ECs). Journal of Hospitality and Tourism Management, 39, 129–136. https://doi.org/10.1016/j.jhtm.2019.03.007

Zientara, P., & Zamojska, A. (2016). Green organizational climates and employee pro-environmental behaviour in the hotel industry. Journal of Sustainable Tourism, 26(7), 1142–1159. https://doi.org/10.1080/09669582.2016.1206554