Effects of social and personal norms, and connectedness to nature, on pro-environmental behavior: A study of Western Australian protected area visitors

Pro-environmental behaviors play a key role in the management and sustainability of parks and protected areas. An understanding of the antecedents of visitors' pro-environmental behaviors is vitally important in advancing knowledge, encouraging sustainability, and bettering management practice. This study developed and tested a behavioral model which integrated personal norms and social norms as normative influences, with connectedness to nature as a personality trait, as antecedents of pro-environmental behaviors. Data were collected through a visitor survey across three protected areas in Western Australia and analyzed via structural equation modelling. Results indicated that personal norms and connectedness to nature had a positive effect on pro-environmental behaviors, whereas social norms did not. The results highlight to protected area managers the need to consider moral obligations and personal identification with nature to foster on-site pro-environmental behaviors and encourage a positive spill-over effect off-site. •Tested integrated model of intrinsic variables on pro-environmental behaviors.•Focused on specific pro-environmental behaviors within protected areas.•Personal norms and connectedness to nature had positive effect on pro-environmental behaviors.•Social norms had no effect on pro-environmental behaviors.•Highlighted need to consider intrinsic variables in fostering of pro-environmental behaviors.