Why do some tourists litter while others don't? Exploring the role of awareness, commitment, and attachment among tourists in Bali

Background/purpose The rapid growth of tourism in Bali has contributed to significant environmental challenges, especially the rise in waste produced by tourist activities. Improper waste disposal threatens destination sustainability and demands behavioral change among visitors. This study examines the relationship between environmental awareness and tourists’ binning behavior in Bali, with environmental commitment as a mediator. Additionally, environmental attachment and gender served as moderators. Design/methodology/approach A structured questionnaire was administered to 445 domestic and international tourists. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), including Multi-Group Analysis (MGA) to assess gender differences. Findings Environmental awareness was positively associated with binning behavior, both directly and indirectly through environmental commitment. Environmental attachment strengthens this relationship, while the effect is more pronounced among female tourists. Originality/value This study applies the Belief-Action-Outcome (BAO) model to explain tourist binning behavior, a dimension of pro-environmental conduct in tourism that has received limited scholarly attention. Theoretically, the findings deepen understanding of how awareness, commitment, and attachment interact to shape responsible waste practices among tourists. Practically, the study offers actionable guidance for destination managers, such as developing awareness campaigns and integrating storytelling-based tours that foster stronger environmental values and encourage responsible binning behavior.