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PAGE 2\JOURNAL OF TOURISM FUTURES\VOL. 10 NO. 1 2024, pp. 2-5, Emerald Publishing Limited, ISSN 2055-5911 DOI 10.1108/JTF-03-2024-297 pro-environmental behavior in Pakistan’s tourism industry. Findings demonstrate that all three environmental triggers have a positive and significant relationship with environmental attachment and green motivation. Accordingly, environmental attachment and green motivation promote tourists’ pro-environmental behavior. However, moral obligations do not moderate the association between green motivation and tourists’ pro-environmental behavior.