A new cognitive conservation model for understanding Malaysian birders’ behaviour towards birds

Abstract

ABSTRACT Birdwatching as a subset of ecotourism can produce recreational disturbance. This research aims to assess the validity and reliability of a formative conservation model regarding disturbance behaviour towards birds. This model uses cognitive theories to identify the key factors influencing behavioural intention towards disturbance behaviour on birds among Malaysian birdwatchers. We present the theory of planned behaviour (TPB), the theory of normative conduct, and the cognitive hierarchy model in the Predictor Bird Conservation Model (PBCM). The data was collected from 421 Malaysian birdwatchers using a field survey. The model was tested using the partial least squares (PLS) approach. This model provides managerial implications for determining the cognitive influential factors on intention towards target behaviour. Ten hypotheses are proposed and tested. The results showed subjective norms (SN) had the greatest substantial variance among other predictors of the study model. However, attitude and perceived behaviour had the lowest variance towards the intentions for target behaviour. The study contributes to existing literature regarding the implication of the TPB. This research also focuses on non-consuming behaviour which is considered critical for its potential for social pressure effect.