Abstract
This study examined China’s scuba divers’ marine-based environmental behaviors. Three types of behaviors were identified: contact, general diving and educational behaviors. A model developed from the theory of planned behavior was used to study these behaviors. An online survey was used to collect data from 625 scuba divers. Structural equation modeling was applied to analyze relationships between constructs. Only perceived behavioral control was found to have a significant influence on contact behaviors. Specialization and subjective norm had significant influences on general diving behaviors and subjective norm was a mediator in the relationship between specialization and general diving behaviors. Educational behavior was influenced by divers’ knowledge, affect, subjective norm and perceived behavioral control. Its relationships with specialization were mediated by knowledge, affect and subjective norm. Implications and management measures for dive sites are offered.
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