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| DIFFERENCE IN URBAN RESIDENTS' PRO-ENVIRONMENTAL BEHAVIOR INTENTION AND UNDERSTANDING BASED ON THEIR ENVIRONMENTAL ATTITUDE——A Case Study of Haikou |
| LUO Yan-ju, HUANG Yu, BI Hua, ZHAO Zhi-zhong |
| School of Geography and Tourism, Hainan Normal University, Haikou 571158, China |
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Abstract Residents' behavior is one of the key factors that society impact on the environment. It has the direct or indirect influences on environment. This study examines the effect of the urban Residents' environmental attitudes on their pro-environmental behavior intention based on data gathered from Haikou in Hainan Province. Using k-means clustering method, two types of tourists, i.e. near eco-centrists and near anthropocentrists are identified according to their environmental attitudes measured by the New Ecological Paradigm (NEP) Scale. On basis of it, difference in pro-environment behavior intention and cognition between the two groups are compared. The results indicate that: (1)Near eco-centrists and near anthropocentrists are differed in gender, education level except age and income. Specifically, near eco-centrists are predominantly females and are generally well educated. (2)Near eco-centrists get a significantly higher marks in specific pro-environmental behavior intention when compared to the near anthropocentrists. (3)Most of the near eco-centrists consider the general public are the critical power to protect the environment and contain the environment degradation, in contrast, most of the near anthropocentrists consider the government is the critical power. The results suggest that establishing pro-environmental attitude will strengthen residents' pro-environmental behavior and result in realizing ‘the environment protection by all the people’. Although pro-environmental attitude may not necessarily induce pro-environmental behavior, the positive effect can be indirect and through various path.
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Received: 07 September 2011
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2012, Vol. 27 
