Environmental Responsibility in Urban Forests: A Cognitive Analysis of Visitors’ Behavior

Abstract

The environmentally responsible behavior of urban forest visitors is a key determinant for the conservation of urban forests. Identifying the determinants of individuals’ behavioral intentions and actual behavior in engaging in environmentally responsible actions is a crucial step in promoting such behavior. This research investigates the determinants of environmentally responsible behavior of urban forest visitors in Tehran using Social Cognitive Theory. Data for the study were collected using 456 questionnaires distributed to visitors of urban forests. The data were analyzed using structural equation modelling, which described a 62.9% variance in behavioral intention and 56.6% in environmental behavior of visitors. The socio-structural factors and the observation of others’ behaviors were the most significant predictors of behavioral intentions. Outcome expectations and self-efficacy significantly influence both behavioral intentions and actual behavior. This study demonstrates that while behavioral intention is a key factor, other determinants such as outcome expectations and self-efficacy play a crucial role in shaping actual environmentally responsible actions. These results underscore the importance of increasing awareness and enhancing the skills of urban forest visitors regarding environmental behaviors. Furthermore, this study highlights the need to remove barriers and provide the necessary facilities to promote sustained environmentally responsible behavior among visitors.