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

Jiangchi Zhang, Chaowu Xie, Alastair M. Morrison and Kun Zhang
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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

Sustainability, 2020, vol. 12, issue 2, 1-17

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.

Keywords: pro-environmental destination image (PEDI); environmental identity; pro-environmental attitudes; Confucian culture; pro-environmental behavior (PEB); residents (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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