Abstract
This research aims at examining the effectiveness of the environmental sustainability message framing on the tourist’s pro-environmental behaviour. The current research employs a between-subject design experimental approach to assess the direct effect of message framing on the tourist’s pro-environmental behaviour as well as the underlying mechanism behind such an effect. Hence, the study examines whether collective efficacy and brand identification mediate the relationship between message framing and the tourist’s pro-environmental behaviour intentions as well as the moderating role of the tourist’s collectivism on these relationships.