In the contemporary Chinese tourism market, Generation Z constitutes a key consumer segment whose environmentally responsible behavior (ERB) is crucial to achieving the sustainable development of destinations. Drawing on the self-regulation of attitude theory and the cognitive–affective–conative (CAC) framework, in this research, we examined the influence of emotional factors on ERB among Generation Z tourists. In particular, we investigated the effect of creative tourism experiences (CTEs) on ERB, with tourist engagement (TE) and place attachment (PAT) serving as mediators. Data from 639 valid online questionnaires were analyzed through structural equation modeling (SEM). The results show that CTE and TE significantly impact ERB, while TE and PAT mediate the relationship between CTE and ERB. Moreover, self-efficacy (SE) positively moderates both the direct and indirect effects. Given the limited integration of the self-regulation of attitude theory and the CAC framework in ERB research, these results provide novel insights and valuable recommendations for the sustainable development of creative tourism.

This study analyzes transformative collaborative learning as a management innovation in a community-based service ecosystem in Phrom Kiri, Thailand. Leveraging Transformative Learning Theory and Service-Dominant Logic, the study employs qualitative participatory methods (i.e., multi-stakeholder workshops, focus groups, and field observations) to document the dynamic processes through which learning, interactions, and institutional changes evolve. These findings demonstrate how collectively informed strategies for sustainability challenges engendered collective learning processes that led to an alteration of actors’ assumptions, mobilization of shared understanding, and facilitated new governance practices driven by multi-dimensional value drives in response to accumulating disconnects. These reflect the rise of participatory governance mechanisms, the intermediation between actors to create synergies, and the anchoring of institutional frameworks into local contexts to allow for value generation both in economic terms and social ones. Our case study shows that transformative learning can be more than just a cognitive change, also enabling community-level management innovations. It finds that sustainable development of local service ecosystems relies on the formation, institutionalization, and promotion of collaborative practices that facilitate the alignment of stakeholders’ interests and competencies. By conceptualizing transformative collaborative learning as a key mechanism to understand how management innovation and value co-creation unfold in community-based development, this research advances sustainability and management literature.

This study, based on social information processing theory (SIPT), investigates the relationships of Green Corporate Social Responsibility (Green CSR), innovation value co-creation, brand authenticity, brand perception, word-of-mouth intention (WOM) and purchase intention among Thai consumers. Four hundred Thai consumers with EV experience, information exposure, or purchase interest were surveyed. Data were analyzed using covariance-based structural equation modeling (CB-SEM) in AMOS 24. The model explained 81.0% of the variance in brand perception, 51.0% in WOM, and 64.0% in purchase intention. Green CSR, innovation value co-creation, and brand authenticity were positively associated with brand perception, which was positively associated with WOM and purchase intention; WOM was also positively associated with purchase intention. Indirect-effect analysis linked Green CSR and innovation value co-creation with both outcomes through brand perception. Although its simple indirect associations were weaker, brand authenticity showed a significant serial indirect association with purchase intention through brand perception and WOM. However, the discriminant-validity results indicated empirical overlap among constructs, requiring cautious interpretation of the structural coefficients. EV familiarity did not significantly moderate the brand perception–purchase intention relationship. Because the data were cross-sectional, temporal ordering and causality cannot be established. Overall, the findings provide qualified support for SIPT in Thailand’s EV market.