Abstract
Little is known about how residents become engaged in conserving agricultural heritage or shape their perceptions toward conservation efforts. To fill this void in the literature, this study tested an expanded theory of planned behavior, where sustainable intelligence was an antecedent to all other constructs, using PLS-SEM and fuzzy-set qualitative comparative analysis (Fs/QCA) in tandem. PLS-SEM results indicated that residents' sustainable intelligence was a significant predictor of their attitude, subjective norm, and perceived behavioral control, which then positively influenced behavioral intention. Fs/QCA results further specified the two optimal configurations for high behavioral intention where sustainable intelligence and perceived behavioral control were crucial elements. The findings suggest that residents’ appreciation of sustainability and ability to act accordingly can trigger their active participation in sustainable tourism or conservation efforts even when economic or psychological benefits are not considered.
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