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Fostering Resident Pro-Environmental Behavior: The Roles of Destination Image and Confucian Culture

Author

Listed:
  • Jiangchi Zhang

    (College of Tourism, Huaqiao University, Quanzhou 362021, China)

  • Chaowu Xie

    (College of Tourism, Huaqiao University, Quanzhou 362021, China)

  • Alastair M. Morrison

    (Department of Marketing, Events and Tourism, Business School, University of Greenwich, Old Royal Naval College, Park Row, London SE10 9LS, UK)

  • Kun Zhang

    (College of Tourism, Huaqiao University, Quanzhou 362021, China)

Abstract

Residents are important participants and stakeholders in destination development. Identifying factors that assist in predicting resident pro-environmental behavior (PEB) may contribute to enhanced sustainability. Based on a traditional Chinese culture, this research constructed a model of resident PEB by introducing pro-environmental destination image (PEDI) and Confucianism as the independent and moderating variables, respectively. The structural equation modeling for 402 residents indicated the model had a satisfactory level of predictive power for PEB. The results showed that: (1) PEDI positively affected residents’ environmental identity, pro-environmental attitudes, and PEB; (2) environmental identity and pro-environmental attitudes completely mediated the impact of PEDI on residents’ PEB; and (3) Confucian culture had a positive U-shaped moderating effect in the relationships among these four variables. Overall, these findings advance the understanding of the formation of PEB in Confucian culture and provide theoretical and practical implications for fostering residents’ PEB.

Suggested Citation

  • Jiangchi Zhang & Chaowu Xie & Alastair M. Morrison & Kun Zhang, 2020. "Fostering Resident Pro-Environmental Behavior: The Roles of Destination Image and Confucian Culture," Sustainability, MDPI, vol. 12(2), pages 1-17, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:2:p:597-:d:308384
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    References listed on IDEAS

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    Cited by:

    1. Simona Vinerean & Alin Opreana & Cosmin Tileagă & Roxana Elena Popșa, 2021. "The Impact of COVID-19 Pandemic on Residents’ Support for Sustainable Tourism Development," Sustainability, MDPI, vol. 13(22), pages 1-29, November.
    2. Jing Zhang & Zhigang Li & Jialong Zhong, 2024. "From Health Risks to Environmental Actions: Research on the Pathway of Guiding Citizens to Participate in Pocket-Park Governance," Land, MDPI, vol. 13(10), pages 1-24, October.
    3. Lin-Lin Xue & Yen-Rung Chang & Ching-Cheng Shen, 2020. "The Sustainable Development of Organic Agriculture-Tourism: The Role of Consumer Landscape and Pro-Environment Behavior," Sustainability, MDPI, vol. 12(15), pages 1-19, August.

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