Cognitive, Affective, and Normative Drivers of Pro-Environmental Intentions Among Urban Forest Visitors – The IPMA Approach
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Abstract
This study investigates the cognitive, affective, and normative drivers of pro-environmental intentions among urban forest visitors, applying the Importance-Performance Map Analysis (IPMA) to identify key dimensions influencing sustainable behaviors. Drawing from existing literature, the research examines how environmental awareness, connectedness to nature, environmental empathy, place attachment, social norms, and moral norms shape pro-environmental intentions. Data were collected from 550 respondents in Bangkok using a self-administered online survey. Structural equation modeling was used to evaluate the relationships among these constructs, and IPMA was employed to assess their relative importance and performance. Results revealed that affective components, particularly place attachment and connectedness to nature, and normative factors like social norms, have a significant impact on pro-environmental intentions. Meanwhile, environmental awareness and moral norms showed limited influence. The findings highlight areas for improvement and provide practical implications for enhancing sustainable behaviors in urban forests.
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References
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