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Open AccessArticle

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

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College of Tourism, Huaqiao University, Quanzhou 362021, China
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Department of Marketing, Events and Tourism, Business School, University of Greenwich, Old Royal Naval College, Park Row, London SE10 9LS, UK
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(2), 597; https://doi.org/10.3390/su12020597
Received: 6 November 2019 / Revised: 8 January 2020 / Accepted: 9 January 2020 / Published: 14 January 2020
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. View Full-Text
Keywords: pro-environmental destination image (PEDI); environmental identity; pro-environmental attitudes; Confucian culture; pro-environmental behavior (PEB); residents pro-environmental destination image (PEDI); environmental identity; pro-environmental attitudes; Confucian culture; pro-environmental behavior (PEB); residents
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Zhang, J.; Xie, C.; Morrison, A.M.; Zhang, K. Fostering Resident Pro-Environmental Behavior: The Roles of Destination Image and Confucian Culture. Sustainability 2020, 12, 597.

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