The extended theory of planned behaviour model and national parks visitors' pro-environmental binning behaviour: A cross-cultural perspective
Journal of Outdoor Recreation and Tourism
School of Business and Law
The binning behaviour of visitors holds significant potential to mitigate the growing environmental repercussions of littering in nature-based tourism areas. Drawing from an extended theory of planned behaviour, the social-psychological antecedents of binning behaviour, as a type of pro-environmental behaviour, were examined in the context of national parks of two different cultures. Referring to Hofstede's cultural dimensions, questionnaire data from 241 Iranian (a collectivist sample) and 219 Australian (an individualist sample) participants were analysed via Partial Least Squares (PLS) and Multi-Group Analysis (MGA) to compare the consistency of pro-environmental binning behaviours between individuals from the two contexts. The results reveal a well-fitting model within each sample and also support for the behavioural antecedents; however, none for different effects of the extended TPB predictors on visitors' binning behaviour based on the country. The study sheds light on the growing body of cross-cultural research that addresses pro-environmental behaviour and adds to the need for further establishment.