Introduction. Sustainable consumption in tourism is not determined solely by rational economic choices but is deeply rooted in psychological processes, particularly personal values and attitudinal orientations. Values function as guiding principles that shape environmental responsibility, social connectedness, and individual motivation to engage in sustainable practices. This study explores the role of psychological values in predicting attitudes toward sustainable tourism while also considering whether demographic factors such as parental status and education level exert moderating effects.

Methods. A quantitative survey design was applied, using the V21 Values Questionnaire to assess dimensions such as autonomy, social relationships, rule compliance, and security, alongside a standardized scale measuring attitudes toward sustainable tourism. Data were collected online from a convenience sample of 95 respondents residing in Constanța and Tulcea counties, Romania. Statistical analyses included descriptive measures, correlations, and group comparisons conducted with SPSS v.24.

Results. Findings reveal that stronger endorsement of values related to autonomy, relational orientation, adherence to social norms, and security is significantly associated with more favorable attitudes toward sustainable tourism. Demographic factors such as parental status and education level did not substantially alter these relationships. The results highlight that value-based orientations, rather than socio-demographic characteristics, provide the psychological foundation for pro-environmental attitudes in tourism consumption.

Conclusions. This study underscores the pivotal role of psychological values in shaping sustainable consumption, suggesting that attitudinal change in tourism is more effectively achieved through the reinforcement of value-driven motivations than by relying on demographic segmentation. These findings open pathways for designing psychologically informed interventions and communication strategies that promote sustainable tourism behavior.