Hikers’ pro-environmental behavior in national park: Integrating theory of planned behavior and norm activation theory

Hikers’ intention for pro-environmental behavior (PEB) directly affects the sustainable development of protected areas, but few studies have been conducted from perspective theoretical integration. This study explores hikers’ PEB individual hikers, based on theory planned and norm activation theory. Researchers surveyed 456 hikers in Wuyishan National Park, data analysis method employed was structural equation modeling. The results demonstrate that model integrating TPB NAM accepted national park, hiker, internal demand found to precede external stimulus their behavior. sheds light how better comprehend advocate parks.