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This study examined a conceptual framework for investigating tourists’ sustainable behaviors through the lens of the Value-Identity-Personal norms (VIP) model and the concept of value conflict. The purpose of study was to understand the nature of conflict biospheric values have with hedonic values and the influence on the relationship with self-identity. An analysis of 178 Chinese tourist’s data revealed that the VIP model with the moderating effect of value conflict is useful for understanding sustainable travel behavior. The results revealed that the value conflict of biospheric values with hedonic values had a negative moderating effect on sustainable self-identity. This finding implies that the effect of biospheric values on self-identity decreases when value conflict increases. The findings offer managerial strategies for enhancing tourists’ sustainable behavior.
