Trust as a mediator of pro-environmental knowledge transfer and behaviour in small and medium-sized tourism enterprises

Studies into tourism enterprises acknowledge the importance of trust in facilitating effective pro-environmental knowledge transfer and action. Yet empirical support remains inconclusive. Firstly, this research tests the validity of a model proposing four antecedents of trust-based decisions in tourism enterprises; self-efficacy, social norms, social capital, and credibility. Secondly, we deconstruct the knowledge transfer process, focusing on the mediating effect of trust on the intention to act sustainably upon transferred knowledge. The study surveyed UK-based tourism enterprises using a structural equation approach to test the validity of the model. Bootstrap analysis was employed to assess how trust-based decisions inform pro-environmental knowledge transfer and behavioural intentions. Findings validate all four antecedents with social norms found to be the most influential antecedent in pro-environmental knowledge transfer. Secondly, they validate the role of trust in lubricating the transition from pro-environmental knowledge transfer to the intention to behave sustainably. Future qualitative studies are proposed alongside practical implications. Specifically, the study suggests tourism managers should prioritise social norm interventions in any pro-environmental knowledge transfer initiatives and focus on those actors who are most trusted in organisations to deliver pro-environmental messages.

https://doi.org/10.1080/13683500.2025.2479868