The attitude-behavior gap and intention-behavior gap has not been research extensively. The purpose of this study is to provide a review of moderating or mediating factors on the relationship between intention or attitude and behavior of sustainable tourism. Intention was defined as the degree of a human being’s resolve to perform a certain action. The construct ‘Intention” has been used widely in some theories like the Theory of Planned Behavior. Researchers usually include the intention construct into their research framework to explain the theoretical mechanism. Sustainable or ecological tourism education has been implemented for years and empirical evidence provides us that almost all tourists are alerted to the importance of sustainability. There is a great challenge that tourists’ behavior might not concur with their intention. Policymakers and marketers really want to know the real factors affecting the association between the intention and behavior of sustainable tourism. Tourists’ purchase intention is a rational process and is affected by safety. Tourist behavior is associated with price and service environment which is a mixture of rational and emotional considerations.

The study tests a theoretical framework for examining the consumer decision-making process with regards to ethically questionable behavior. The results indicate that subjective norms, perceived behavioral control and self-efficacy are significant predictors of consumer intentions to engage in ethically questionable behavior. Attitude was not found to be a significant predictor.