There is a lack of research on people\u27s decision‐making for pro‐environmental binning behaviours while visiting national parks. Understanding the factors that affect visitors’ binning behaviour help in managing the environment of nature-based tourist sites. This study considers binning behaviour as a combination of self-interest (i.e. cognitive process) and others’ interest/pro-social motives (i.e. normative process). In particular, by considering binning behaviour as a pro-social moral activity, we developed a conceptual model of pro-environmental binning behaviour and acknowledge ‘personal norm’ as a mediator between attitude, social norms, awareness of consequences, perceived behavioural control, and binning behaviour. We included the cognitive and normative processes related to pro-environmental behaviour and considered their interrelations in the prediction model of visitors’ binning behaviour in two culturally different national parks namely Sorkh-e-hesar National Park in Iran and Yanchep National Park in Australia. Using SEM-PLS, we estimated the proposed theoretical framework and compared the path analyses of the two study sites
