Appealing to tourists' intrinsic interest for high quality tourism environments, and thus encouraging them to act with a greater sense of personal responsibility towards the environment, could be critical to promoting sustainable tourism. Proliferating media channels makes the choice, style and delivery of pro-environmental messages a key issue for tourism marketers and management. Social media has become a recognized important channel for tourism information, with user-generated content (UGC) being more trusted than official channels, yet there is little knowledge about its potential role in activating pro-environmental norms. This study investigates that issue. Focusing on the conjoining aspects of personal and social norms for the first time, we propose a hypothetical model to explain the direct and indirect effects of pro-environmental UGC in activating tourists' pro-environmental behavioral intentions. Working in a Chinese context, where social media plays an increasing role, the research, using a web based sample, (N=1043), UGC linked pro-environmental knowledge and awareness was found to have a strong role in activating pro-environmental norms, creating a proenvironment online community, and increasing tourists' level of engagement in pro-environmental social media activity. The study highlights the effectiveness of social media channels with UGC providing persuasive communications able to impact sustainable behaviors. 1992; Tapon & Leighton, 1991). However, the tourism industry is still "far from sustainable" (Buckley, 2012, p.534). Environmental issues must be taken into account because destination competitiveness and indeed, many tourist activities directly depend on the quality of natural resources of destinations. Attracting tourists who have an intrinsic interest in protecting the environment and consequently develop more pro-environmental attitudes and behavior is an important component in promoting sustainable tourism.Efforts to understand and predict consumers' environmental behavior have generated a large body of literature, much of which investigates the issues based on the assumption that behavior is the outcome of a linear and rational process of decision making (Hargreaves, 2011). This literature has suggested that categories of variables (e.g. social, situational and psychological) motivate pro-environmental behavior (Barr & Gilg, 2007). However, these variables have been criticized for insufficiently explaining pro-environmental behavior, because the relationship between knowledge and attitudes, attitudes and intentions, and intentions and actual behavior, are weak at best (Kollmuss & Agyeman, 2002).Particularly, there has been intense debate concerning the gap between attitudes and intentions, which represent planned purchases and actual behavior (consumption decisions). Despite these criticisms, intentions remain the best indicator for behavior (Harland, Staats, & Wilke, 2007;March & Woodside, 2005). Additionally, moral and normative approaches have been shown to be more effective than at...