ABSTRACT This study examines the influence of agritourism initiatives on pro‐environmental behavior among international and domestic tourists in Punjab, India. Integrating the value‐belief‐norm (VBN) theory and the theory of planned behavior (TPB), the research provides a comprehensive framework for understanding the psychological processes underlying sustainable tourism behaviors. A quantitative approach was employed, involving 700 tourists, with data collected via structured questionnaires. Key findings indicate that pro‐environmental values significantly influence beliefs, enhancing environmental conscientiousness and perceived behavioral control. Pro‐environmental attitudes and social norms also play crucial roles in shaping behaviors. Practical implications highlight the importance of educational programs, social marketing, and supportive policies to foster sustainability. This study underscores the need for a multifaceted approach to promoting pro‐environmental behaviors in agritourism, contributing valuable insights for policymakers, practitioners, and researchers aiming to enhance sustainability in the tourism sector.
Kaur et al. (Thu,) studied this question.