The Impact of Perceived Value and Group Norm on Environmentally Friendly Behavior of Mangrove Reserves in Coastal Cities: The Mediating Role of Tourism Satisfaction

Abstract

Du, P.; Zhang, C., and Yang, L., 2020. The impact of perceived value and group norm on environmentally friendly behavior of mangrove reserves in coastal cities: The mediating role of tourism satisfaction. In: Liu, X. and Zhao, L. (eds.), Today's Modern Coastal Society: Technical and Sociological Aspects of Coastal Research. Journal of Coastal Research, Special Issue No. 111, pp. 243–247. Coconut Creek (Florida), ISSN 0749-0208.With the rapid development of China's coastal cities, mangrove conservation faces various environmental influences brought on by the thousands of visitors. This study proposes the hypothesis that latent variables such as environmental knowledge, perceived value, group norms, and satisfaction have significant positive effects on environmentally friendly behavior and refine influencing aspects and paths. The Mangrove Nature Reserve of Shenzhen is used as the study area, and the following model analysis results are found: (1) Perceived value contributes the most to environmentally friendly behavior, (2) group norms have the second-greatest effect on environmentally friendly behavior, which indicates that tourists in the same group are easily affected by the people around them; and (3) tourism satisfaction mediates the relationship between environmental knowledge and environmentally friendly behavior. The findings could help managers of mangrove conservation recognize the paths for influencing environmentally friendly behavior and improve the level of environmental management and tourism services.