The impact of farmers’ tourism participation and social capital on environmentally responsible behavior

Introduction Understanding the drivers of environmentally responsible behavior among rural households is essential for global sustainability and China’s rural revitalization. Although tourism is reshaping rural economies, its environmental implications at the household level remain underexplored. This study examines the extent to which tourism participation encourages pro-environmental behavior and clarifies the underlying behavioral pathways. Methods The analysis uses survey data from 1,721 households in Jiangxi Province. An analytical framework is developed to link tourism participation with environmentally responsible behavior, with social capital incorporated as an extended mechanism. Stepwise regression, instrumental variable estimation, robustness checks and heterogeneity analyses are employed to ensure credible identification. Results Tourism participation significantly improves environmentally responsible behavior, and this finding is consistent across alternative model settings. Social capital mediates this relationship and strengthens the environmental effect through interaction terms. The positive impact is more pronounced in ordinary villages, plains regions and villages where cash crops dominate local production. Discussion The results highlight tourism participation as an important contributor to rural pro-environmental behavior and reveal the micro-level role of social capital in shaping these outcomes. The study offers empirical support for rural environmental governance and sustainable development in agricultural regions.