Based on the context of Chinese modernization, tourists' low-carbon choice behavior was studied from the observational dimension of Confucian ecological values. Environmental attitude was used as the mediating variable, and low-carbon cognitive level was used as the moderating vari-able. A double-hurdle model was used to verify the relationships among the variables. The study found that Confucian ecological values were generally significantly correlated with tourists' willingness to pay for low-carbon behavior, but some values were not statistically significant at the level of participation willingness. Moreover, environmental attitude served as an important mediating role, and low-carbon cognition level exhibited a moderating effect. Based on the above results, the study provides pathways and managerial insights for promoting low-carbon behavior among tourists.