Co-creating green steps: APIM evidence of mutual influence on pro-environmental behavior in travel pairs.

This study investigated the dyadic mechanisms underlying pro-environmental behavior in travel partnerships, focusing on differences between planner-dominated and co-planner dyads. Using data from 350 travel dyads, we applied the actor-partner interdependence model (APIM) and the actor-partner interdependence mediation model (APIMeM) to analyze mutual influence patterns. In planner-dominated dyads, results revealed that an individual's environmental values significantly predicted their own pro-environmental behavior, while the planner's environmental values also significantly predicted the follower's behavior. Conversely, in co-planner dyads, individuals' environmental values predicted both partners' pro-environmental behavior. Pro-environmental identity emerged as a key mediator, bridging the relationship between environmental values and behavior across plan-making divisions. Specifically, in planner-dominated dyads, the planner's pro-environmental identity mediated the link between their environmental values and both their own and the follower's behavior. In co-planner dyads, each partner's pro-environmental identity independently mediated their environmental values and behavior. These findings highlight that power dynamics critically shape the efficacy of pro-environmental influence in travel pairs. The study underscores a fundamental shift from hierarchical compliance in planner-dominated dyads to active co-creation of green behaviors in equal partnerships, driven by mutual influence and shared identity. Consequently, promoting collaborative decision-making emerges as a pivotal strategy for embedding sustainability into the core of travel experiences.