INFLUENCE OF ENVIRONMENTAL ATTITUDES IN IRANIAN ECOTOURIST BEHAVIOUR

Abstract

This study investigates the effects of environmental attitudes on pro-environmental behavior. A conceptual model examines the structural relations among environmental attitude, concern, value and knowledge towards pro environmental behavior of ecotourist. 439 Iranian ecotourists from Mashhad mountains were randomly surveyed. This study uses the structural equation model (SEM) to evaluate the factor that influence the pro-environmental behaviors. Results shows that pro-environmental concern, anthropocentric and ecocentric environmental attitude has a significant influence on pro-environmental behavior.