ABSTRACT Environmental and cultural erosion caused by overtourism challenges the long‐term sustainability of tourist destinations. Scholars present ideological critiques of overconsumption and describe anti‐consumption practices, but limited research examines the psychological mechanisms that promote anti‐consumption behaviors while traveling. This study adopts Goal Framing Theory to examine a value–lifestyle–behavior framework using a mixed‐method research design. The survey data contained 334 respondents and were analyzed using partial least squares structural equation modeling. The results show that anti‐consumption values (such as high self‐control, an intrinsic source of happiness, and a broad scope of concern) positively influence the voluntary simplicity lifestyle, which encourages anti‐consumption behaviors (reduction, rejection, and avoidance). Eco‐emotions such as eco‐anger, eco‐anxiety, and eco‐depression strengthen the connection between values and voluntary simplicity. These findings are enhanced by the post hoc qualitative analysis, which identifies contextual triggers (convenience, awareness, social norms, and emotional engagement) that foster travel anti‐consumption. This study extends Goal Framing Theory by integrating a value–lifestyle–behavior pathway and establishing eco‐emotions as an affective moderator. Managers should engage the growing segment of values‐driven travelers by encouraging emotionally laden, lifestyle‐compatible, and low‐impact tourism offerings.
Jiao et al. (Fri,) studied this question.